Influx

Listen to the experts and look at the growing population of massive online games like Second Life and it’s clear that virtual worlds are becoming more important. For many, the appeal lies in the ability the games give them to play with their identity.

Photojournalist, Robbie Cooper went out and captured photographs of the players and their virtual selves.

What’s interesting about these is that they show how playful people are willing to be with their identities, but also confirms multiple identities are very much part of their lives. Games just give us the chance to experiment and play with them. These identities also exist in a marketing environment, which is why consumer understanding is so difficult. Just when we think you have your consumers figured out, they turn around and surprise you. This is often because they out there experimenting and playing with their multiple moods and personalities and are not the singularity that we so badly want them to be.