In-World Marketing in Second Life

• Authors: Alföldiová Alexandra , Trnka Andrej
• Languages of publication: EN

Abstracts

EN

The aim of this exploratory study is to identify the main advertising tools used in-world the in the virtual world Second Life. The main categories of products and services available within the world were defined and divided: the advertising opportunities into free marketing tools, official tools and in-world marketing tools. Second Life creates a unique platform, which allows the creation of a virtual business with profits in real life. Advertising and in-world marketing offers them the option to promote virtual goods. The main marketing tools within the virtual environment are defined and elaborated with specific cases. The lack of literature related to Second Life is visible in the sources and the environment is still unexplored, therefore we used personal experience from our 11 year presence within the virtual environment and virtual business in Second Life.

Keywords

EN

advertising; in-world; marketing; marketing tools; second life; virtual business; virtual world

• Publisher: Univerzita sv. Cyrila a Metoda (Trnava)
• Journal: Acta Ludologica
• Year: 2019
• Volume: 2
• Issue: 2
• Pages: 58-71
• Physical description: Media and Communication, Game studies, Theory of digital games
• Document type: Article

Contributors

author

Alföldiová Alexandra

• University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication

author

Trnka Andrej

• University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication