UK Developer Gets $1 Million in Funding for Language Training in Second Life (That's Not Branded as Second Life)

Interesting news for several reasons: Language Lab, a UK school that uses Second Life as a platform for teaching English, just received $1 million in investment from Avonmore Developments, Stephen Bullock, and Huda Associates to continue developing English City, described as "a virtual world you can access through your computer where you can talk to native English speakers anytime." Virtual worlds are a proven means of teaching language (since after all, cross-country communication in them is so typical, and you're chatting in context-appropriate situations, such as restaurants and city streets.) This investment is monetary recognition of that application. (Language Lab claims 1,000 paid student subscribers and 50,000 users in over 70 countries.)

Also significant is that English City, which is actually a private island in Second Life, is not advertised by Language Lab as being part of Second Life. Looking at the landing page for English City, Second Life isn't mentioned anywhere I can see. "The vast majority of our students come to English City having never visited SL before," Marcus Allender, Marketing Manager at Language Lab, tells me. This may be a good way for other developers to approach Second Life as a platform: Avoid any negativity with SL by re-branding the experience, while still taking advantage of the best Second Life has to offer.

Comments

[Ciaran Laval]

Not quite how I think it should be done and ideally they'd have the InSL logo but I've said before it will be good for Linden Lab when people go to places because of the place and not because of Second Life.

They should at least have the courtesy to acknowledge the platform they're using.

However, yes, when people are going to a game or for education, or music whatever and think of the brand as whom they're engaging with, as in this example, that does have potential for growth.

[Adeon Writer]

Usually those signing up under this method are restricted to that area. At least that's how teen education stuff used to work. Accounts weren't even able to access regular Teen Grid proper, just the one area they signed up for.

[Hitomi Tiponi]

An excellent idea - a great way of making conversation class feel a bit more real.

[Jon Brouchoud]

Over the years, I've variously avoided the name Second Life when describing what I do to others. Love it, or hate it, SL carries a lot of baggage, almost to the point of distraction, and I'd rather focus on the content rather than trying to defend the platform.

If I'm describing my real-world design practice, I would never say "Hi, I use Autodesk Revit." I would talk more about our approach to design, and projects we've completed rather than going straight to the platform. In fact, 9 times out of 10, we can take a project from concept to completion without the client ever knowing or caring what software platform we use.

I realize there's a significant difference though. Second Life is a place, not a tool, but still... I think focusing on the content over the platform is a reasonable approach.

[Adeon Writer]

I don't want SecondLife haters to go from "That game people with no life play." to "That game that people with no life play that changed it's name because everyone made fun of it."

What's the opposite of a eureka?

[Tif]

Its great!

[Tif]

In reality, you should consider where to go for a high-quality translation right now! I'm familiar with all of the translators, and just a few are truly trustworthy and capable. I was just here https://www.translate.com/services/medical-translation and came across a fantastic translation, so I hope I was of assistance!