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But just like the tidy town in The Truman Show, Norrath is not real. A group of software engineers in San Diego began building a vast virtual world with the vision of creating a place where people would prefer to live. Inspired by the popular role-playing game Dungeons and Dragons, their plan was to build an environment large enough to accommodate several million visitors a year. They named their world Norrath and floated it off the California coast backed by its founder Sony Corporation. EverQuest, the country of Norrath, is now the 77th wealthiest country in the world - sandwiched between Russia and Bulgaria. Norrath have a Gross National Product per capita of US$ 2,266 which is larger than China or India. Statistics analyzing virtual worlds reveal that approximately 20 per cent of Norrath's citizens already consider it their place of residence. They simply commute to earth and back. Today computer gaming is double the size of Hollywood - it is therefore important that marketers pay attention to the virtual world phenomenon, because these worlds may soon become one of the most important forums for human interaction, alongside the telephone and email. In this chapter Martin Lindstrom takes a look at virtual branding and the challenge of building and maintaining virtual and wireless brands, which you can touch but only see and hear! Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook. There are no articles for this Chapter
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