Once upon a time Second Life had a Twitter level of hype. Even those without a cartoon version of themselves couldn't plead ignorance due to blanket coverage in newspapers and magazines.
Second Life is a virtual world started by the US firm Linden Lab in 2003, in which users design an avatar to live their "second life" online.
And everything about this world can be customised for a price - new outfits, drinks in a bar, even a luxury mansion can be bought with Linden dollars.
Mentions of Second Life first crept into the UK media mainstream in early 2006.
![]() The Maldives were the first to open a virtual embassy in 2007 |
A year later, newspapers fell over themselves to cover it, devoting many column inches in their business, technology and lifestyle sections to profiles and trend pieces. By the end of 2007 Second Life had secured more than 600 mentions in UK newspapers and magazines, according to the media database Lexis Nexis.
IBM bought property in 2006, American Apparel opened a shop the same summer, Reuters installed avatar journalist Adam Pasick - also known as Adam Reuters - to report on virtual happenings, and countries established virtual embassies.
The number of people joining the site jumped from 450,000 to four million in 2007.
But just as quickly as it had flared, media interest ebbed away. References plummeted by 40% in 2008 and dropped further this year. And businesses diverted their resources back to real life.
American Apparel closed its shop just one year after opening. Reuters pulled its correspondent in October 2008. When asked about his virtual experience, Pasick says: "It isn't a subject we like to revisit."
So, what happened?
![]() | SECOND LIFE'S PRECURSOR ![]() ![]() Ben Hammersley |
Not much, says Wired UK editor-at-large Ben Hammersley, and that was the problem.
"You could go and open these stores and no-one would turn up," he says.
"They would have 20 to 30 people there when it opened, and after that no-one would bother going in there again. It just wasn't worth the spend."
The "spend" varied from business to business. A retailer like American Apparel might spend £10,000 on designers, as well as storage space from Linden Lab, to build a virtual store.
But at the peak of the hype, the cost of purchasing or building property was worth it.
"The first to go online would make the front page of the Guardian," Mr Hammersley says. "But when you're the 15th country who goes on Second Life, no magazine, no newspaper touches it."
Some businesses and users found it wasn't quite for them. The technology wasn't easily grasped and some computers couldn't handle it.
Second Life has had to temper its ambitions for the quality of graphics to extend its accessibility across varying speeds of broadband around the world, leading to complaints about the cartoony look and feel of the site.
And there is a fundamental question about whether Second Life is a game or a social networking site.
"It's not a really good social space," Mr Hammersley says. "Not as good as Facebook or any general online forum.
![]() Avatars can walk, fly and teleport |
Simon Gardner, a 23-year-old freelance social media marketer, believed the hype in 2007.
He signed on, created an avatar with a shock of red hair that vaguely resembled him, and jumped into what he found to be a lacklustre experience.
"It was a real pain. You have to learn how to control things and read manuals on how to get to islands and get off. Half the time you're just wandering around talking to weirdos."
After three months Mr Gardner became bored and left.
Mobile dilemma
And the online social network scene is a crowded one. "The key to anything online is to get a broader reach of people," says Jim Clark of market researchers Mintel. The learning curve required for Second Life prevents many general users from returning regularly.
As more people turn to smart phones, sites need a mobile presence to stay relevant.
"Mobile is the future of any activity online. This is something that Second Life will struggle to penetrate," says Mr Clark.
This is because the graphics require more memory than current smart phones can handle.
But Linden Labs isn't worried, because the number of users continues to rise.
"Monthly repeat login - a metric we use to gauge the number of users engaged with Second Life - grew 23% from September 2008 to September 2009," says Mark Kingdon, chief executive of Linden Lab.
![]() In IBM's Virtual Green Data Center, avatars can seek IT advice |
On average, a million people log in each month, he says. In October 2009, 75,000 of those were in the UK.
And the site continues to evolve, Mr Kingdon says. It launched a new product earlier this month geared towards businesses, and will soon be launching more user-friendly and intuitive software.
And many companies and organisations are still holding on to their virtual selves - 1,400 of them says Mr Kingdon. IBM continues to be an avid supporter of Second Life.
But for many others, the jury is out.
COMMENTARY: I haven't used Second Life for over a year now, and had lost track of how Second Life was doing. Frankly, I got burned out using Second Life. To get the full experience, you need a lot of video ram and a fast processor and a SL-compatible video graphics interface.
So what happened to Second Life? Easy. Second life became a victim of the recession. The retail was one of the hardest hit sectors in the real world and this spilled over into SL, with many virtual stores going out of business, just like they did in the real world. There were too damn many virtual stores, and so virtual industry consolidation hit SL. This became very apparent in 2008 when a virtual store would be open one day, then closed down the next day. This happened to night clubs, nude beaches, amusement parks, you name it.
You could never use Second Life on an iPhone or any other smartphone that I am aware of. SL would never fit in very well with today's mobile devices. SL would run like molasses with 3G wireless. Second Life also had a lot of technical issues, constantly "freezing up" due to too much traffic, which meant you were automatically logged out, then had to wait some time in order to log back in. It was really frustrating that way.
I did enjoy my online experiences on Second Life, because you could pick your avator look, and be able to change it on the fly, meet people from throughout the world, and it was a lot of fun trying to interact with foreigners, because of the language barrier, but it was a lot of fun. One day I would be a "furry" (animal avatar), and the next moment I could wear a different "skin" and look like Brad Pitt or GQ male model.
Second Life is a virtual world where you can play out your innermost fantasies, and do somethngs, you would never imagine doing in the real world, and in real-time too. You could "transport" yourself from one point on the Second Life grid to another location, and invite others along. And, you could fly like Superman, and just explore. It was funny though, because you could be going through the air, a bit too fast, and slam into the side of a virtual building.
Commerce on Second Life was done using virtual dollars or SL dollars. You could buy like SL$250 for each actual dollar. I hate shopping, so Second Life was perfect. No sales clerks to worry about. No credit card theft. And the virtual stores never ran out of merchandise. One of the first things you had to do is purchase a digital wardrobe, buy a penis (males) or vagina (females), or buy a whole new skin that included everything.
You could be in Japan in one moment, and materialize in Rio de Janeiro with the click of a mouse. It was a gas. Sometimes you were the only avatar at the particular location on the SL grid. My favorite places was Ilha da Brasil, which duplicated a Brazilian neighborhood, but without the crime and a lot of "chicas". The other place was Dogglounge (http://www.youtube.com/watch?v=aRfYdjOHEpU), a place where you could dance to soul and jazz music. I miss negligee nites and those beach and rooftop parties.
The ladies dressed very provocatively like they do in Rio and Las Vegas. Many were just college students, and some didn't have enough SL dollars to buy a wardrobe, especially students from places like Brazil, so they walked around mostly naked. Being the "Rich Americano", I would buy them a wardrobe or charge their SL account and they would blow me a kiss or say, "muito obrigado". At Ilha do Brasil, I used to get a kick out of practicing my Portuguese or lying on a nude beach or participating in an orgy. Yes, they have them there too.
Come to link of it, I miss Second Life, but it would never work very well with my wireless setup.
Courtesy of November 20, 2009 appearing in BBC News
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