In the virtual server virtualization, it can be pretty similar. What we are seeing most people do is deploy the same type of environment in which they are installing a backup agent inside of the guest OS or inside the virtual machine itself. There are other instances in which people are using the server virtualization vendor tools; these tools complement the backup process. Some people are writing customized scripts; there's some that run on a Linux kernel. With others you can make calls directly to the server virtualization hypervisor itself, which helps with the backup process. Other people are backing up with snapshot.
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There are lots of options, it's really just understanding what is best for your environment.
Check out the entire Virtual server backup FAQ