Google has launched its own browser-based 3D virtual world, known as Lively.
Players use avatars to interact with other users, and can create and decorate their own 3D rooms - and although user generated content is currently not enabled, Google aims to add the ability for players to make their own clothes and items. Users can also stream photos and video, and embed their Lively room into webpages.
According to sister site MCV, the world is powered by Emergent's Gamebryo game engine, and is currently only available on PCs with Windows XP or Vista.
For more on this story, check out the MCV website.