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Virtual and computer-generated worlds are set to revolutionise how people, and businesses, interact.

A study by consultancy Deloitte, ‘Breathing a second life into synthetic worlds’, has concluded that such worlds, often dismissed as the preserve of geeks and teenage boys, are in fact growing in popularity yet their potential has not been grasped by most businesses.

Such virtual worlds have created a new way for people to socialise, entertain, innovate and transact business, it has argued.

And, as they become more popular and use increasingly sophisticated technology, they could potentially have a significant impact, particularly in the way they change personal and business interactions.

Report author Kamales Lardi says: “Virtual worlds present opportunities that business would be wise to realise sooner rather than later. The inevitable changes brought about by virtual environments will redefine the way businesses interact with consumers and enable more sophisticated collaboration within organisations.”

Many had tried to establish a presence with much media fanfare, only to then quickly abandon it. Their failure had cast doubt over the potential business value of virtual worlds, she pointed out.

Yet within the next five years, synthetic worlds will begin to dominate and drive brand building in major companies, she predicts.

“Although the number of active visitors to virtual worlds has yet to reach a critical mass, those that explore and understand these environments today will win consumer loyalty tomorrow.”

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