We've heard of World of Warcraft... We've heard of Second Life... They don't have that much in common, but there is a middle ground

Where the desire for hyper-reality meets the desire to compete... to beat an opponent and win.

Here, the sporting brands will be the real winners.

Empire of Sports proclaims to be the net's most life-like virtual-reality massively multi-player online role-playing game (MMORPG)... Bit of a mouthful but in a nut-shell it gives everyone the opportunity to achieve the sporting heroism the real world has cruelly denied them. Speaking of heroism, it comes as no surprise that the game has teamed up with newly-crowned European Champions, FC Barcelona, to add a touch of true-life gloss to its fledgling format. The relationship is, for the moment, expected. In other words, it doesn't offer many surprises. But this is good reason - above all - to watch this space as it unfolds... (for keen beans I've included some details further down).

The potential reach of a MMORPG is, by definition, huge. Although details of the financial elements of the deal have not been disclosed, it's to be expected that some sort of value-in-kind arrangement has been reached. While EoS's users have an enhanced experience with the added realism and opportunity that a 'partner' like Barça can bring, the club will benefit from being the first such brand woven into the architecture (with the exception of Roland Garros, who are hosting a virtual French Open tournament). Let us not forget that users of games like EoS are much more likely to communicate online than non, much more likely to be receptive to messages from brands within games than non and much more likely to be early adopters, influencers and social media moguls than non (just a hunch). This is a highly targeted, trackable, and ultimately valuable audience - not just to the teams or tournaments, but to the brands associated with those teams and tournaments like Nike or adidas.

Will the game - or world - be successful? The signs are there that it will. Numbers aside, the ingredients are there for triumph. Being specifically designed for sport, EoS comes with no pretense, just pure expectancy. In a few month's time, when the first virtual Ronaldo or Nadal start to emerge from the training programmes, when the users start to reap the real-world rewards from their hours of training and practise (big budget prizes for winning the virtual French Open, or a virtual contract with a virtual version of FC Barcelona competing in the virtual La Liga on course to win the virtual UEFA Champion's League under the stuardship of one of the youngest virtual managers on the virtual circuit at a real age of 10), we will see not just the birth of a new breed of Superstar, but another worthy victory for the sporting brands themselves. Virtual fans require virtual merchandise, and no one likes to buy fakes. It'll be the virtual shop for the virtual flag, to wave in the virtual stadium at the virtual game your friend (who you're chatting to at the same time) is virtually playing in - and all of this is big money. Potentially it's bigger than real world, because logistics go out of the window - no need to worry about how or why or where. It's one location, one platform.

Ladies and gentleman, this is the birth of a behemoth. It may take a while to grow, but mark my words... it's going to be huge.

Further information:
What do Barça offer the game?
The creation of a VIP section within the game interface where users, upon showing the Barça Opening Contest (see below) to a guy called 'Sergi' who'll be hanging around the Central Plaza, you can enter competitions to win exclusive merchandise and certain in-game privileges. So what?

What are people saying about it?
FC Barcelona president Joan Laporta. "The idea of having a FC Barça virtual club house in an online world dedicated to sport is mind blowing. It takes our motto ‘more than a club’ to a whole new level –  and we hope that our presence in Empire of Sports will continue to increase the level of support for both FC Barcelona and football."

Alexis Galley, chief executive of Empire of Sports, said: "We couldn’t ask for a more prestigious partner than FC Barcelona. We are really proud to welcome them into our virtual world of sport and give them the space to work closely with their fans and supporters. Empire of Sports has limitless potential and offers amazing opportunities to our ever-growing list of partners– the fact that worldwide brands such as FC Barcelona see this opportunity, only serves to strengthen our confidence in making the first worldwide sports-based gaming platform."

Quote from EoS
The site reads:
"From Wednesday, May 27th you will be able to visit the FC Barcelona Clubhouse to get special items and information about this prestigious club!

And to celebrate this occasion a special event will take place! You will have until Sunday, June 14th to surpass yourself in official competitions and gain as much football ranking points as you can. Each day your progression will be saved and at the end of those three weeks a day will be randomly chosen. The player who made the best ranking progression this day will win a genuine FC Barcelona jersey signed by the star player Lionel Messi!"

For more information, visit Empire of Sports here