Second Life is the downloadable program developed by Linden Research Inc. that acts as a social network service and enables users to interact with each other through avatars.
Playboy’s launch today of Playboy Island is the first for a men's lifestyle brand on Second Life, spokeswoman Theresa Hennessey told XBIZ.
“We’re very excited over this launch,” Hennessey said. “Entering Second Life is a great way for Playboy to leverage its brand in a virtual world.”
The rabbit head-shaped island, created and maintained by Sentient Services, will house a virtual Playboy retail store and offer Second Life residents the chance to connect with the brand through a variety of events and social opportunities.
Playboy's Second Life retail location will feature merchandise from its e-commerce sites, PlayboyStore.com and ShoptheBunny.com, and residents can purchase Playboy-branded apparel either for the real world or for their Second Life avatars.
The virtual store is staffed by female avatar employees wearing Playboy-branded apparel and the famous Playboy Bunny costume. The location's top floor video lounge, as well as the island's beachfront property, will serve as social space for Second Life residents.
A Playboy Island launch party today and Wednesday will feature performances by various Second Life music artists.
More than 7 million Second Life accounts have been registered, and its direct competitors include Active Worlds, There, Entropia Universe, Dotsoul Cyberpark, Kaneva and adult-based Red Light Center.
Residents use virtual currency — the Linden Dollar —to purchase virtual and real products and services.