Playboy's Second Life sim buzzes, even as real-world brand falters

Cyndy Aleo-Carreira — Fri, 08 Aug 2008 14:52:07 -0700

PaidContent reported earlier this week that Playboy is having a difficult time extending its brand online. Citing a Q2 loss, including declines in online and mobile content categories, it's easy to assume that Playboy has failed to effectively position its brand on the Web.

However, the publisher appears to be succeeding in an unlikely place: Second Life. After launching its virtual world presence early in Q2 last year, rumors abounded that Playboy was pulling up its stakes. Clickable Culture was sure that the Playboy sim was all but abandoned by late July of 2007.

When the earnings report came out, we wondered what had happened to the Playboy presence in Second Life, and were surprised by our findings. The sim, staffed by virtual Playboy Bunnies and hosts, was hopping, even midmorning Eastern U.S. time on a Friday. The sim features a schedule of live performances, functionality for virtual hook-ups ranging from "chaste" to more (albeit in a much more dignified setting than other adult-themed in-world locales). What's more, Playboy has actually become an innovator in in-world licensing.

The company has not only found success driving a steady stream of in-world traffic, but also licensing its brand to other, Second-Life only brands. By pairing with successful Second Life designers, and pricing items at an affordable price (L$150 - L$300, which is about US$1), Playboy's experiment seems to be doing well. It's a situation that has eluded many other real-world companies which have set up shop in the virtual world.

More news, commentary, and predictions from The Industry Standard:

Prediction: Apple opens a store in Second Life
Prediction: Second Life usage will not break 40 million user hours per month by the end of 2008
News: Linden Lab targets Second Life ad farms with zoning regulations
News: Researchers help define next-generation social networking

Playboy's Second Life sim buzzes, even as real-world brand falters

Cyndy Aleo-Carreira — Fri, 08 Aug 2008 14:52:07 -0700

More news, commentary, and predictions from The Industry Standard:

Prediction: Apple opens a store in Second Life
Prediction: Second Life usage will not break 40 million user hours per month by the end of 2008
News: Linden Lab targets Second Life ad farms with zoning regulations
News: Researchers help define next-generation social networking

Playboy's Second Life sim buzzes, even as real-world brand falters

Cyndy Aleo-Carreira — Fri, 08 Aug 2008 14:52:07 -0700

More news, commentary, and predictions from The Industry Standard:

Prediction: Apple opens a store in Second Life
Prediction: Second Life usage will not break 40 million user hours per month by the end of 2008
News: Linden Lab targets Second Life ad farms with zoning regulations
News: Researchers help define next-generation social networking