The growth of game-like online communities is accelerating as virtual worlds like Second Life offer its members complete virtual lifestyles - including the ability to spend real-world dollars on both virtual and real goods and services. The smell of real money is drawing strong interest from advertisers and media companies intent on not missing the next hot online trend. But the real lesson of Second Life has a lot to do with the sorely neglected real world where publishers need to step up efforts to invent compelling new products that relate to digital natives.
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