The virtual world of Second Life is a permanent 3D online space where users create and develop everything. Using provided content creation tools, participants can create nearly anything they can imagine, collaborating in real-time with other residents. One's digital body, called an "avatar," is a detailed representation that can be customized in many ways. It is a richly expressive aspect of personal identity. Residents are fully immersed in a highly interactive, realistic world covering tens of thousands of acres. Powerful physics simulations make it possible, run on a vast computer network and expanded as more people join in. Residents with 3D content design skills for hire or with virtual land or microcurrency (which can be exchanged for actual currency) and development skills can even launch real businesses in Second Life.

Second Life is one of the most dynamic phenomena in the online community today. Participation by people around the world is surging, and the population is currently estimated at 7 million. There are now about 300,000 members in Japan. Familiar real-world corporations and governmental organizations around the world also have a presence. In short, it is setting a standard as a new online virtual society. What's more, values and attitudes of the online community are emerging here, as residents who create 3D content of all kinds using the original development tools retain the copyrights for their creations. A virtual society linked to the real world by its currency (Linden dollars, which can be exchanged for real dollars), Second Life holds great potential for further growth. Judged from many standpoints including innovation, completeness of content (including design sense), and growth on a global scale, it is a fitting candidate for this year's Good Design gold prize. [Hide Nakaya, C02 unit leader]