Online virtual worlds have been present for more than 10 years, AlphaWorld, for example, was introduced in 1995. However, the recent substantial media attentention for Second Life can be considered as an indication that virtual worlds are no longer the domain of a selective group of fanatic online gamers. For example, the number of registered residents in Second Life increased from 1,8 million at the beginning of December 2006 to over 4 million within a period of less than 3 months. Big companies like Reebok, IBM, Philips, and ABN AMRO organize press meetings to announce their presence in virtual worlds. Even governments, municipalities, and NGO’s enter Second Life with an eagerness that is comparable to the don't miss the boat feeling recognized at the early days of the internet. Second Life has even been presented as hype. On February 28th 2007, the Vrije Universiteit Amsterdam (in English, our official name is VU University Amsterdam) announced its presence in Second Life as the first Dutch university. National and international companies are eager to have their regional headquarters in Amsterdam.