Major brands want slice of virtual world

A host of high profile brands are turning to design consultancies to build profile and business opportunities in Second Life, the on-line virtual world.

Clients including Universal Records and mobile operator 3 are taking an interest in the space, working behind closed doors with digital groups Splendid and Holler respectively. Alongside music and mobile phone companies, more mainstream brands, including the BBC, are also investing in Second Life.

It is understood that a number of Imagination’s clients, which include Ford, Coca-Cola and Cadbury, are actively investigating opportunities within the virtual word through the consultancy.

Created by Linden Lab, Second Life has over 1.5 million registered users. More than $600 000 (£308 000) was spent in Second Life in the 24-hour period ending at noon on Tuesday this week.