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Virtual worlds such as Second Life will become an indispensible business tooland vital to the strategy of any company intent on reaching out to thevideo-game generation, one of the world's leading consultancies has said.
McKinsey & Company, the management consulting firm whose observations aboutcorporate behaviour are closely watched, said that virtual worlds were onthe cusp of a major expansion - particularly as a way to reach youngercustomers - and that companies were "ignoring them at their peril."
A senior consultant at the company, which generally shies away from makingpublic statements because its clients include major high street brands, saidthat any consumer-facing business "absolutely" had to be "experimenting invirtual worlds" if it wanted to get the attention of under 30s.
"Our clients are telling us that they're not able to reach out to thevideo-game generation the way they have to newspaper audiences, say, andthat they want to distinguish themselves in the digital space," theconsultant, who did not want to be named, said.