Potential of virtual worlds in commercial utilization

Jergon, Roman

Thesis is concerned by virtual worlds and possibilities of their utilization other than are their original purposes. The objectives of this paper are to confront virtual worlds with mass media and their utilization. The author wants to show that virtual worlds are in many aspects similar to mass media. The author also shows possible utilization of virtual worlds for commercial companies, non-profit organizations, research and individuals. Work shows possible options for usage of virtual worlds together with option to cooperate with providers of the virtual world. This cooperation may take two forms. Content alternation means that providers of the virtual world change items or places inside the virtual world into the form desired by client. Providers may even sell their data about events inside the virtual world, thus clients may obtain unique data about human behavior and reaction to e.g. propagation campaign. Confrontation of virtual worlds with the mass media and describing possible utilizations that come from this confrontation, make content of this paper is original.

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