Table of Contents

Table of Contents Introduction Chapter 1. The Emergence& Characteristics of Virtual Worlds The early worlds The adoption continuum The establishers Chapter 2. The Culture of Virtual World Users Adult user profiles and habits Tween user profiles and habits Kids& tween worlds Chapter 3. The Emergence of Business within Virtual Worlds Why use virtual worlds? Types of businesses within virtual worlds Strategies and tactics from real-world brands Chapter 4. The Virtual Worlds of Proprietary Brands Strategies, tactics and impact of virtual worlds built around a global brand Disney's Toontown Coke Studios vMTV Chapter 5. Success Stories What's the measure of success? Examples of co-branding in virtual worlds What companies can learn from 'grass-root' virtual brands Chapter 6. Failure Stories Failure defined What went wrong Lessons learned Chapter 7. New Challenges Virtual world standards (the case of IBM) Intellectual Property Theft Digital Domain Law Hijacked Brands Chapter 8. The Futurist's Review Reflections on trends, user behaviors and the impact on business and brand strategies Brand Avatar Virtual Worlds Companion Guide Glossary of Terms Author Bio