Sony unveils its new 3D universe

[Toon]

Sony is hoping to replicate the success of social networks and Second Life with a feature called Home.

Playstation 3 gamers will be able to meet, chat and share content with friends inside a 3D universe.

"It's about community, collaboration and customisation," said Sony's Phil Harrison at the Game Developers Conference, in San Francisco.

Gamers can buy furniture and clothes, while publishers and retailers are also expected to offer 3D spaces.

Mr Harrison said the games industry had to learn from the success of the web 2.0 movement

"We want to start a movement called Game 3.0. It's about emerging entertainment, powered by the audience at the centre of the experience."

Home is similar to Second Life, the popular 3D universe for PCs and Macs. Gamers can create avatars - online versions of themselves - and buy new clothes and create their own homes.

Mr Harrison described Home as a 3D social networking service.

Dynamic advertising - including high definition video - can be pushed into the 3D universe.

The service launches in the autumn and Sony hopes it will answer critics who feel the firm has been overtaken by Microsoft in the online gaming arena.

[mick young]

Is it just me or isn't that a little bit sad?