• Reuters, Monday, June 4, 2007 11 AM

Massively multiplayer online role-playing games, in which users assume the role of avatars, or personas they create, are slowly creeping into the mainstream--especially among kids. The adult-oriented virtual worlds of Warcraft and Second Life may get lots of attention, but--thankfully for advertisers--the most popular social media outlets are decidedly PG in nature, like Stardoll, Doppleganger, and Gaia Online, frequented by youngsters across the Web.

At Stardoll, tweens can create their own online "MeDoll" identities using a template that lets users choose everything from a doll's skin tone to its eyebrow and nose shape, in addition to the fashionable clothes it wears. Stardoll's Swedish founders say the 4-year-old site found its niche with girls under 17; it has more than 7 million users in more than a dozen countries. Ease of use is a big factor in its success. Users attract friends; the most popular dolls are given the chance to appear on the game's virtual magazine cover.

Doppleganger is aimed at an older, more universal co-ed crowd. Centered around music, avatars can throw parties and attend live shows with real-world acts like Maroon 5. Avatars also wear fashions from real-world companies like Rocawear and Kitson, while personalities like Tyra Banks have also appeared in the virtual world. Founder Tim Stevens said Doppleganger is "like a virtual Hollywood."

Read the whole story at Reuters »