Kaneva, which claims 750,000 users at present, recently launched a free in-world casual game called Dance Party 3D. They've describe it as a social experience, a multiplayer dance game with dance battles, competition and a build-your-own-nightclub feature. Additionally, Kaneva will be making available prepaid cards worth Kaneva credits in Target stores. Worlds in Motion spoke to the Kaneva team, including Jon Hannah, the senior game producer for Dance Party 3D, and Kaneva founder and CEO Christopher Klaus.

How did the idea for Dance Party 3D come about?

Hannah: The idea first came about because we were looking to extend the gameplay in the world of Kaneva. But we also wanted something that allowed players to connect and share their media in the world, just as they do on the Kaneva web site. We also knew from our community that dancing was one of the most popular and well-liked activities inside the World of Kaneva and we wanted to extend it further. We realized that a 3D dancing game would be a great way to create fun gameplay while also allowing players to customize their avatars, their music, and their world through the game.

Dance Party 3D is a lot more than just a dance game -- it's a true MMO game inside an immersive 3D world. It takes the whole idea of collaboration on the web and puts it into a 3D world. It supports unlimited number of players for simultaneous play through instancing Players can also create their own dance clubs using whatever theme and music they want. You can create a country dance club one day and then change it to a punk rock club the next day. The variety of clubs already in Kaneva is astounding! The game is also part of a larger virtual world and includes the ability for people to socialize during the game through 3D chat, be a spectator and explore the many other places inside the World of Kaneva.

How does Dance Party 3D's dancing system allow players to differentiate themselves from other players?

Hannah: Players get better dances the better they are at the game. So if a player is doing really well, they'll perform cooler moves more frequently. In the near future we're adding the ability to earn unique clothing, animations, titles, and trophies for playing Dance Party 3D. So a player could be walking in the Kaneva Mall or the city wearing a really cool shirt that they won from playing Dance Party 3D. The best dancers in the World of Kaneva will definitely stand out from the crowd.

Can players 'practice their moves' anywhere in Kaneva just for fun, or is this mini-game only playable on the dance floors of Dance Party 3D?

Hannah: Players can place a dance floor in their Kaneva home or hangout if they want to practice. Many players take it a step further and create their own dance clubs with their own music and invite others to play Dance Party 3D with them. That's one of the really unique aspects of Dance Party 3D, the whole thing takes place inside the virtual world. You can design your own dance club, use you own music, and host dance competitions. You can play Dance Party 3D in a different dance club every virtually every night. You aren't limited to the spaces we've created, although they're fun to dance in as well.

Could you talk a bit about the "Prepaid Party Cards" that you'll be making available at Target stores, and what they will be used for?

Hannah: The Dance Party 3D cards allow players to get credits without having to use a credit card. Credits can be used to purchase all kinds of things in the world from clothing to televisions. The cards also give your avatar unique dance clothing that you can only get by redeeming a Dance Party 3D card.

Of the nearly 750,000 registered members of Kaneva, can you say roughly what percentage of those members log in regularly?

Klaus: While we're in beta, we are seeing our activity growing, users staying longer, people spending more time inside the world of Kaneva. At this stage, we believe there's a large opportunity to improve the overall Kaneva experience to further make an intuitive and immersive experience for all users.

What is Kaneva's strategy to compete with the other personalization-focused social worlds, and what sets it apart?

Klaus: Our strategy is to build the best modern day 3D world that reflects entertainment, hanging out with friends and having a good time. We are the number one most integrated media virtual world in the market. We've simplified integrating in video, music, photos, live TV channels, along with content and spaces from strong partners like Turner. Turner provides a full TBS headquarters experience that captures their shows in a 3D community. We are the first to bring social networking tightly architected into a social entertainment world where navigating and managing your friends and hangouts has been drastically simplified.

What kind of things can we expect in the near future for Kaneva?

Klaus: We initially focused on building out spaces inside our Kaneva world, and now have many places for people to meet friends and socialize such as cafes, clubs, theaters, malls and stores. In the near future, we are significantly expanding these locations to provide a comprehensive full world that includes both inside and outside locations. The outside represents a much more contiguous experience from place to place and allows for exploration beyond just simple 3D chat rooms. We are extending the outside spaces to go from full cities to fields to beaches and even private islands.

How do you see the state of virtual worlds in general right now?

Klaus: We believe we are in the infancy of this exciting new industry and are excited about the many opportunities to innovate and bring humanity together in ways that several years ago would only have seemed like science fiction!

[Patrick Murphy contributed to this report.]