Any 1 playing this game?
July 10, 2008
Google Launches 'Lively,' Challenges Second Life Leadership in Virtual World
By Susan J. Campbell
With its continued success in dominating the Internet, Google (News - Alert) has dipped its virtual hands into another venue in what appears to be an attempt to match the popularity and revenue potential of Second Life from Linden Labs.
The search giant on Tuesday launched a three-dimensional virtual experience Web site to enable effective competition with the popular virtual world of Second Life. Called “Lively,†the service uses real-time virtual world characters known as avatars and three-dimensional graphics that allow these avatars to congregate in virtual rooms.
With its launch five years ago, Second Life was the first online community with its own currency and a growing economy. Beyond cultivating a sizable consumer user base, Second Life has also become a strategic tool used by enterprises seeking to recruit or communicate with the public.
On Google’s official blog, Niniane Wang, the development manager for the creation of Lively wrote: "If you enter a Lively room embedded on your favorite blog or Web site, you can immediately get a sense of the room creator's interests, just by looking at the furniture and environment they chose."
One hook offered by Lively that Second Life cannot match is the playing of YouTube (News - Alert) videos in virtual TVs and the showing of photos in virtual picture frames inside the rooms. To make all of this technology a “virtual†reality, Google worked closely with Arizona State University.
Beyond the attraction that such sites present to the average consumer, larger corporations are also taking notice of their appeal. Socialtext’s next press release is slated to be a virtual event on World of Warcraft (WoW). While this move is somewhat of a parody of the trendy idea of companies hosting events on such sites, it can also prove to be lucrative, maximizing on the potential reach.
While some companies have jumped on this bandwagon in an effort to be cool, there is significant opportunity for collaboration in the virtual world. Companies such as Sun and IBM (News - Alert) have recently held press conferences, meetings with financial analysts and brainstorming sessions in virtual worlds such as Second Life and WoW.
IBM has even gone so far as to invest $10 million just to see what kind of collaboration tools it can develop within Second Life and other virtual worlds. Brands such as Nike and General Motors (News - Alert) have also established a presence on Second Life and Reuters has set up a news bureau to report on events “in-worldâ€
While it is still unclear as to whether these virtual worlds are a vital tool that will evolve and continue to deliver benefits or if it is just another passing fad. The reality is that Second Life has found a significant following. Lively may present some competition in this area, but it will have to get more innovative than just its YouTube offering to effectively compete.
