"Why co-mingle a brand like the NBA in a virtual world like Second Life when you can create your own virtual NBA world?" (...) A brand's presence in virtual worlds has largely been seen as a promotional tool in the past, but the accent on making the promotion itself into a viable business may gain Trilogy Studios clients that other virtual world companies couldn't access. The platfrom of choice, in this case, continues to be Makena Technology's software bundle most famously used on the There.com platform."

From Metaversed: Trilogy Studios Targets Branded Virtual Worlds