Argentonia
| Company type | Limited liability company |
|---|---|
| Industry | Virtual reality, digital marketing |
| Founded | October 2007 |
| Founder | Leonardo Penotti and three associates |
| Defunct | 2010 |
| Headquarters | Buenos Aires , Argentina |
Area served | Latin America, Spain |
Key people | Leonardo Penotti (founder and manager) |
Number of employees | Over 10 (including full-time staff and external consultants) |
Argentonia S.R.L. was a limited liability company established in October 2007 by Leonardo Penotti alongside three associates in Buenos Aires, Argentina, with a focus on marketing immersion and virtual reality solutions throughout Latin America and Spain. Founded during Penotti's tenure as a student at Universidad Tecnológica Nacional in Rosario, the firm concentrated on developing virtual environments and digital marketing strategies within the immersive technology domain.
History
Based in Buenos Aires, Argentonia stood as one of Argentina’s pioneering firms dedicated to virtual world creation. The team consisted of over 10 individuals, including full-time staff and external consultants. Leonardo Penotti, the only founder residing outside Buenos Aires, managed the company throughout its operational period.
In 2007, Argentonia obtained exclusive partnership rights for the Spanish-speaking user community of the immersive platform Second Life, owned by Linden Lab. By the following year, the company had incorporated the open-source server platform OpenSimulator to host virtual worlds on its own servers, thereby broadening its metaverse capabilities.
The founders were proactive advocates for immersive education, gamification, and virtual technologies in marketing, conducting presentations and workshops across Argentina, Latin America, and Spain. Argentonia remained active until 2010 when it was voluntarily dissolved by its founders.
Corporate culture
Their portfolio included digital marketing on Web 2.0 channels, digital media initiatives, online branding, and techno-cultural innovation. The company primarily crafted immersive virtual spaces aimed at introducing new digital tools to businesses, educational institutions, and organizations with an emphasis on remote collaboration, educational technologies, and gamification solutions.
Media presence
Argentonia enhanced its visibility through television interviews that highlighted ongoing projects. These segments were broadcast on América Noticias, Telefe Noticias, and CNN en Español.
Additionally, they organized exclusive client events to showcase their developments, including appearances on the RSM TV show and the launch event for Sedal Virtual.
Journalism
In 2007, Argentonia broadened its media footprint by producing an immersive radio broadcast in Argentina alongside journalist Jorge Lanata on his morning program Lanata PM on Radio AM del Plata. The company created the avatar "Lanatron", representing Lanata’s 3D persona which allowed live interaction with listeners. This groundbreaking broadcast attracted attention from leading Argentine newspapers such as La Nación, Clarín, and Infobae.
The virtual radio venue included a simulated auditorium and music space where audiences could engage with hosts through thematic panels featuring audio clips and text content. Original audio streams were embedded within this virtual setting. Journalists Luciana Geuna and Reynaldo Sietecase also took part in this initiative, amplifying its media reach.
Education
The Universidad Argentina de la Empresa (UADE) pioneered the launch of its immersive virtual campus on Second Life in 2007, marking it as the first university from Latin America to establish an official presence on this digital platform. The entire project was developed by Argentonia, experts in virtual environments.
Other notable universities such as the Public University of Navarre (UPNA), Harvard, Stanford, and Oxford had previously created their own spaces within Second Life.
UADE's virtual campus featured several key areas: a cultural center, an auditorium, an information hub, and a laboratory. The cultural center showcased art displays, including the "Second UADE National Painting Contest," along with hosting seminars and workshops. The auditorium was designed to support virtual lectures, conferences, and seminars featuring live video streaming and interactive elements. Serving as the main point for student guidance and orientation within the virtual setting was the information center. The laboratory specialized in teaching 3D modeling, interface creation, and programming skills.
Through this initiative, UADE established itself as a leader in adopting cutting-edge technology for higher education, fostering immersive and interactive learning opportunities within the metaverse environment.