Brand owners are increasingly recognizing the potential of virtual worlds and initiating successful activities in this innovative segment.
The first experience of virtual life in immersive 3D environments is often made through representations in established virtual worlds or through launching own virtual products. Media brands, in particular, are very active in incorporating these new opportunities into their value chain of entertainment brands: launching their own brand-related services or positioning their brands on established virtual platforms.
The start of a second generation of virtual worlds, especially those with attractive content from both classic and online media, will serve as an additional impulse for increased activity on the part of the advertising industry through innovative technologies and deeper media integration. All in all, it is safe to say: the age of virtual worlds has only just begun.