Retail Adventures In 2nd Life

I read a few articles recently like this one in Adweek about 2nd Life and in Fallon’s Planning blog here. I thought I’d better check it out and see for myself.

The printed word does not do this place justice. The amount of detail in this virtual world is truly stunning, although content is still a little sparse. The main attraction is exploring new worlds, and chatting with other like minded explorers on your journey. You get $275 Linden dollars (virtual money) to start with, and there are plenty of ways to spend it.

My 1st decision in 2nd Life was what type of avatar to have. An avatar is a virtual representation of yourself in the lands that you wander. Basic avatar choices range from male or female, Caucasian or African American, and hip or gigolo. From there you can customize your basic model’s facial appearance and body style, or go hire someone to give you a complete custom body job.

My avatar isn’t very smart. All he can do is walk, fly, or teleport around to different parts of second life. Five years from now, I’m sure he’ll be sending me an email when my virtual friends hop online, purchase my wife's anniversary present for me, fetch me news articles that he thinks I’ll find appealing, and balance my check book.

You start off on 2nd Life with some pretty basic clothes: jeans and a t-shirt. I felt kind of like I was running around town with a sticker on my back that said “freshman”, so I went hunting for some better duds. I didn’t find a lot of big brands to choose from. American Apparel was about the only place I recognized.

Once inside, I realized their men’s selection was pretty limited, and I couldn’t figure out how to pay for the damn clothing, so I left empty handed.

My next stop was to American Eagle Outfitters…er, well, ALMOST American Eagle Outfitters. The company came up as AEO in search, but when I got there, things were a little different.

Are there any laws against this in cyberland if the person hosting the store isn’t on American soil?

After a little more exploring, I finally found a nice little shop in my own virtual back yard.

I opted for the Smashing Pumpkins ZERO shirt:

Only $100 bucks! I can’t copy it or transfer it to anyone, so if you dig it, you’ll have to go get your own.

I stumbled around a few more stores and picked up some more clothes. Now I’m down to just $47 Linden Dollars in my account. I’m a little worried, because $47 USD only gets me a tank of gas in the real world.

How do you earn virtual dollars in 2nd Life? There are lots of ways. You can purchase Linden dollars with real dollars, you can build things and sell them to other people, and you can earn them. The most popular way to earn Linden dollars seems to be dancing. This struck me as weird at first, but as I wandered around 2nd life, I realized I was looking for places with people hanging out there as much as I was looking for places to explore.

Gambling also seems to be pretty popular. If you like to, or as a means to get more Linden dollars, there are slot machines everywhere. The real life FBI is not too happy about this, as noted in this Reuters article. I’ve even read that some 2nd life casinos have banned US based avatars from entering their establishments.

I scurried around a little bit more and ran into a Nissan dealership. Nissan was handing out free Altimas, and they had a test track where I could take mine for a test drive.

Virtual cars are much easier to maintain then the real thing. I crashed mine a bajillion times and the thing never got a scratch on it.
Nissan also had a bunch of other really cool free stuff on their lot, but as I wandered around, I noticed some of the stuff wasn’t created by Nissan. I wasn’t sure if I was picking up some sort of Trojan Horse virtual voodoo items that might cause me to morph into some three eyed alien at some point in the near future, so I wasn’t too greedy. I picked up a ‘script’ that supposedly would give my avatar a more fluid motion, but I haven’t noticed any difference so far.

When you search for places to go in 2nd life, there seems to be a common theme

Sex chat areas seem to be the most popular places. The history books talk about how explorers, then traders, then homesteaders tamed the wild west. I think 50 years from now when historians are writing about the evolution of the internet, they are going to talk about how the space was pioneered by horny people, then commerce, then politicians, and finally the soccer mom…maybe they’ll forget about horny people… no one seems to be talking about what made AOL so popular back in the day.


The natives I talked to were really nice. There seemed to be a lot more women then men around. In this place, if you have been around for 4 or 5 months, you are an old timer.

I met Elise standing on the roof of the demo house on Help Island. Help Island is a good place to go and hang out to meet new people and get tips on cool places to explore. We watched together as someone dropped a morphing sculpture into the main “teleporting” area of the island…This thing was HUGE, like 3 or 4 stories tall, and it kept changing shape. Everyone in the landing zone was blocked out by the thing. Some one called the Linden cops and the offending art was removed.

More people in a social setting is usually a good thing, but not in 2nd life. The more people that show up in one spot, the slower the graphic updates happen. Locals call this ‘LAG’, and it got so bad sometimes I had to shut down the 2nd life program to get out.

What does your avatar do when you leave 2nd life? It still persists there, in a comatose state. Every once in a while you’ll see an avatar slumped over with an ‘away’ sign over its head. I started going under water before I logged off because the thought of being in a public space with other people hanging around my lifeless body gave me the hee-bee-gee-bees. I think you can turn yourself into a small, inconspicuous ball, but I have not figured out how yet.
2nd Life isn’t limited to US citizens. I ran into a few French and German folks there too. I don’t speak those languages, but I’m sure in a couple of years there will be a Google Universal Translator mash up, so it will not matter where you are from. It isn’t too much of a leap of imagination to see myself commuting to a virtual office where I work with a team of people from around the globe to earn a living…



I’m getting ahead of myself, this is only 2007. So lets review; Gambling, Sex, and Shopping. If you can’t afford Las Vegas right now, consider a visit to 2nd life.
If you LOVE to read, consider Tad Williams ‘Otherland’ series to see what all this could lead to.