Reuters Group Plc is opening a news bureau in the simulation game secondlife.com this week, joining a race by corporate name brands to take part in the hottest virtual world on the Internet.
Starting on Wednesday, Reuters plans to begin publishing text, photo and video news from the outside world for Second Life members and news of Second Life for real world readers who visit a Reuters news site at: secondlife.reuters.com.
Created by Linden Lab in San Francisco, Second Life is the closest thing to a parallel universe existing on the Internet. Akin to the original city-building game SimCity, Second Life is a virtual, three-dimensional world where users create and dress up characters, buy property and interact with other players.
Adam Pasick, a Reuters' media correspondent based in London, will serve as the news organization's first virtual bureau chief, using a personal avatar, or animated character, called "Adam Reuters," in keeping with the game's naming system.
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