Karl Long has written an insightful piece on Second Life titled, "It's not a game; the ultimate co-creative business"
In his piece, he references a MicroPersuasion article about American Apparel opening up a store in Second Life. In said article, Steve Rubel refers to this as advergaming.
I realize that by even tagging this in-part in the Jaffe Juice gaming category, I am doing the same, but I do want to agree with Karl that this is most certainly not advergaming (never liked the word, even when referencing what it truly describes...stupid little forgettable advertising-led online games)
Perhaps part of the reason Steve feels this way is the fact he isn't in Second Life yet. And perhaps part of the reason is that so many agencies and marketers will use Second Life in a marginalized and superficial fashion, unlike Wells Fargo.
Give it a read...but more importantly, get into Second Life and then decide for yourself.
