3.5. Virtual game worlds.

Virtual worlds are platforms that replicate a three-dimensional environment where users can make personalized avatars and communicate with each other like they would in real life. Virtual worlds are probably the ultimate manifestation of Social media, because they serve the highest level of Social media and media richness of all applications. Virtual worlds come in two forms. First, Virtual game worlds, the users need act according to strict rules in context of massively multilayer online role-playing game (MMORPG). These applications get more and more popular because of standard game consoles like X-Box and PlayStation where users all over the world can play the game at the same time. Examples of these games are World of Warcraft and EverQuest. The rules of the games often limit the self-presentation and the self-disclosure, but people that spend a lot of time playing this game often get characters that can resemble their real life personality. The use of in-game advertising (comparable to product placement in blockbuster movies) and the high popularity of Virtual game worlds can also influence more traditional communication campaigns.

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