For Consumer Product Strategy Professionals

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	March 23, 2007 The Real Business Of Virtual Worlds Firms Creating New Virtual Worlds Must Balance Real Revenues With High Risks by Paul Jackson with Michelle de Lussanet, Erica Driver, Ted Schadler, Lizet Menke	Average: 9  (16 ratings)

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Executive Summary

Second Life has brought discussions about virtual worlds out of the geeks' basement and into the harsh light of business life. Revenues from successful virtual world services can be substantial, but success can be fleeting and significant risks are involved. Strategy professionals should investigate virtual worlds as a new channel for reaching the most influential segments of consumer markets. Make sure you're "learning by doing" and are prepared to handle the emergence of business-critical, high-revenue virtual worlds.

TABLE OF CONTENTS

• Virtual Worlds: A Primer
• The Business Of Virtual Worlds

RECOMMENDATIONS

• Engage, Experiment, And Explore . . . But Don't Get Carried Away Just Yet

WHAT IT MEANS

• The More Inclusive Future Of Virtual Worlds
• Related Research Documents

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