Virtual marketers have second thoughts about Second Life

Their interests seem to tend toward the risque. Ian Schafer, chief executive of online marketing firm Deep Focus, which advises clients about entering virtual worlds, said he recently toured Second Life. He started at the Aloft hotel and found it empty. He moved on to casinos, brothels and strip clubs, and they were packed. Schafer said he found in his research that "one of the most frequently purchased items in Second Life is genitalia."

Another problem for some is that Second Life doesn't have enough active residents.

On its website, Second Life says the number of total residents is more than 8 million. But that counts people who signed in once and never returned, as well as multiple avatars for individual residents. Even at peak times, only about 30,000 to 40,000 users are logged on, said Brian Haven, an analyst with Forrester Research.

"You're talking about a much smaller audience than advertisers are used to reaching," Haven said.

Some in the audience don't want to be reached. After marketers began entering Second Life, an avatar named Urizenus Sklar -- in the real world, University of Toronto philosophy professor Peter Ludlow -- wrote in the public-relations blog Strumpette that the community was "being invaded by an army of old world meat-space corporations."

He and other residents accused companies of lacking creativity by setting up traditional-looking stores that didn't fit in. His column was reproduced in the Second Life Herald.

Nissan Motor Co., a subject of such protests, has since transformed its presence in Second Life from a car vending machine to an "automotive amusement park," where avatars can test gravity-defying vehicles and ride hamster balls. Sun Micro has made its participation more interactive and fanciful, Chief Gaming Officer Chris Melissinos said.

Ludlow isn't impressed. He said most firms were more interested in the publicity they received from their ties with Second Life than in the digital world itself. "It was a way to brand themselves as being leading-edge," he said.

Angry avatars have taken virtual action. Reebok weathered a nuclear bomb attack and customers were shot outside the American Apparel store. Avatars are creating fantasy knockoffs of brand-name products too.

Some buying and selling does go on in Second Life. An avatar can acquire currency -- called Linden dollars -- by earning it or buying it with U.S. dollars. (The exchange rate is 268 Lindens to $1.) With a stack of Linden dollars, an avatar can spice up his or her look or while away the time in a casino.