When someone constructs a pseudo reality, for some reason it makes even the mundane things in life seem somewhat more novel. I have a feeling that the virtual world that has stepped up a gear since the launch of Google Lively is going to become a marketer’s playground over the next few years.

The theory behind this little craze is that each user crafts their own avatar and a personalised virtual room that can then be embedded anywhere on the Web. A person, and of course their sidekick Mr. I M Avatar, can then connect with anyone and anything anywhere that a Lively Virtual Room has been constructed.

Essentially Google provides the platform and we all do the work. It is basically a World Wide Web of 3D environments and avatars all roaming about doing random things – shopping and exchanging useless information.

Google and money go together like milk and honey. How so? Well, one must consider that a virtual world on every blog, social networking profile, forum and everyday average Joe website results in giving Google a reach across some rather valuable real estate. 

It's this marketing dynamic that is going to be so interesting. Brands will obviously latch on and create their own worlds. With Lively, I can go and shop at Ikea and be surrounded by some super human figures for my average Saturday morning shop.

But there could also be various issues with this grand scheme. If my avatar is sponsored by Coca Cola, for example, and I step into Pepsi room, would I be allowed to hang around? Could I get Nike to sponsor my avatar if I call him Tiger? Or if I Tattoo ‘Durex Extra Strong’ to my avatar’s forehead would it be considered above the line? Will I have to pay to dress my avatar, or can he just walk around naked? Yes, I do prefer that actually…

In a virtual world with virtual space – will everything be fair game or will communities impose their own standards? Time will tell…