ReadWriteWeb

Linden Lab, the maker of the virtual world Second Life, announced its new CEO today: Rod Humble, a former Electronic Arts executive. Humble will replace Philip Rosedale, who had been acting as the company's interim CEO.

2010 was hardly a banner year for Second Life, and Linden Lab says it hopes that a new CEO at the helm will bring "fresh perspective, renewed energy, and creativity" to the new year.

According to an announcement issued today by Linden Lab, the company that controls the Second Life virtual environment, changes are afoot. Thirty percent of the company's employees will be laid off as the company consolidates and closes its bureaus outside North America.

Linden Lab intends to move the Second Life environment to a browser- and mobile-based platform, obviating the need to download software. It will combine its product and engineering divisions. Future plans include migration to social networks, like Facebook.

Sometimes, no matter how compelling your service, it all comes down to the basics. When the buzz begins to die down, you have to resort to compelling content to sell your site and services. This goes for every site. Even Second Life, who recently discovered that their existing home page design wasn't doing the site justice. Now, after testing a new design for their landing page, they're going live with a new design and the Lindens are hoping that it will continue to motivate more residents to join the Second Life community.