''There'' is a 3D online

virtual world A virtual world (also called a virtual space or spaces) is a Computer simulation, computer-simulated environment which may be populated by many simultaneous users who can create a personal Avatar (computing), avatar and independently explore th ...

developed and operated by Makena Technologies. The platform opened to the public in October 2003 after a two-year beta and counted more than one million registered members by 2009. Designed for social play rather than combat, the world lets players create custom avatars, build and trade user-generated items, and participate in activities such as buggy races, paintball games, hoverboard challenges and player-hosted events. Land is offered as customizable zones and neighborhoods with an in-game rent system, and all transactions use the in-game currency, ''Therebucks (T$)''. Corporate partnerships have featured areas and content from companies like Coca-Cola, MTV, CosmoGIRL! and Paramount Pictures. There shut down on March 9, 2010, but relaunched on May 2, 2012 under a US$10 monthly subscription model. Interest spiked again in April 2025 after a YouTube documentary went viral, drawing more than 10 million views and prompting a large surge of returning and new players.

History

Development and initial run (1998–2010)

There Inc. was founded in 1998; closed beta began in July 2001 and the world launched publicly in October 2003. Tom Melcher, formerly of CNET, served as chief executive officer until 2003. Lagging growth led to major layoffs in August 2004 and a split into two entities:

Forterra Systems Forterra Systems, Inc. was a 3D graphics software company headquartered in San Mateo, California that produced private and secure massively multiplayer online game (MMOG) virtual worlds for corporate, government, defense, medical and educational ...

- targeting government simulation - and Makena Technologies for the consumer product. A US$14 million funding round followed in 2005., and partnerships with corporate advertisers like

MTV Networks Paramount Media Networks is the division of Paramount Global that oversees the operations of its television channels and online brands. The division was originally founded as MTV Networks in 1984, named after MTV. It would be known under this ...

and

Coca-Cola Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...

brought a new revenue stream and new content to the world. (see corporate partnerships) On March 2, 2010 Makena announced that There.com would close; servers went offline at 11:59 p.m. PST on March 9, 2010.

Relaunch and 2025 revival (2012–present)

Founder Michael Wilson confirmed plans to reopen in May 2011, and the world returned on May 2, 2012 with a subscription model and two free-trial tiers. Interest resurfaced in 2025 when YouTuber Globert posted a 30-day documentary that drew more than ten million views as of May 2025. ''Massively Overpowered'' reported a population surge and revived in-game events, crediting the video for the spike.

Gameplay and features

Avatars and social tools

Players create avatars with permanent names and genders and fully customizable appearance. Communication options include text chat, voice, emotes and avatar “body language.” Makena released ''ThereIM'', a stand-alone instant-messaging client, and ''ThereConnect'', a Facebook plug-in that syndicated in-world events.

Economy

Currency

The in-game currency, ''Therebucks (T$)'', can be purchased on the website and are valued at 1800 T$ = US$1. They can also be earned via various other methods, including events, random drops, and designing content for the world via the Development Program.

Property

Members can buy or rent virtual real estate and furnish it as homes, clubs, game rooms or racetracks. Property comes in two forms: * Fixed-location zones - static houses, “fun zones” and “frontier zones” that charge a monthly rental fee. * PortaZones (PAZs) - portable lots that can be dropped, picked up and moved at will; no rent is charged while a PAZ is undeployed. Newer neighborhood lots expand on PAZs by letting multiple owners form planned communities.

User-generated content

Users create custom content with There’s developer toolkits, using third-party image editing and 3D modeling software to bring clothing, vehicles, buildings, furniture and other items into the game. Once peer-reviewed, items are listed in the virtual marketplace and sold for Therebucks or sold directly to other players.

Activities

Popular pursuits include player-run events, paintball, flying jetpacks, treasure hunts, card games and training virtual pets. As of March 2009, the main map featured 14 themed islands plus dozens of smaller atolls.

Corporate partnerships

* In 2006 Makena partnered with

to build branded worlds including ''Virtual Laguna Beach'', ''The Virtual Hills'' and the ''Virtual VMAs''. *

opened the branded district CC Metro in 2007, hosting minigames and promotions. *

CosmoGIRL! ''CosmoGirl'', also stylized as ''CosmoGIRL!'', was an American magazine based in New York City, published from 1999 until 2008. The teenage spin-off of ''Cosmopolitan'' magazine, it targeted teenage girls and featured fashion and celebrities. I ...

sponsored fashion-oriented quests and contests. * A 2008 deal with

Paramount Pictures Paramount Pictures Corporation, commonly known as Paramount Pictures or simply Paramount, is an American film production company, production and Distribution (marketing), distribution company and the flagship namesake subsidiary of Paramount ...

sold movie sound clips as US$1 avatar emotes. * Apparel collaborations with

Nike Nike often refers to: * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment * Nike (mythology), a Greek goddess who personifies victory Nike may also refer to: People * Nike (name), a surname and feminine giv ...

and

Levi’s Levi Strauss & Co. ( ) is an American clothing company known worldwide for its Levi's ( ) brand of denim jeans. It was founded in May 1853 when History of the Jews in Germany, German-Jewish immigrant Levi Strauss moved from Buttenheim, Bavaria, ...

offered branded clothing items.

References

External links

* {{Official website, https://www.there.com Lua (programming language)-scripted video games Windows games MacOS games 2003 video games Virtual economies Virtual world communities Massively multiplayer online role-playing games Video games developed in the United States