According to the latest reports, 86% of community managers from 508 different companies said that community was critical to their company’s mission and future.

But what are these virtual communities, and what will the impact be on businesses that fail to grow their own actually be?

Amber Atherton is a British entrepreneur who is currently the Head of Strategic Communities at Discord & author of ‘The Rise of Virtual Communities: In Conversation with Virtual World Pioneers’ and she spoke to Bobby on the show.