Here's an an overview and review of Virtual MTV, from MTV Networks. MTV have a virtual world in Gaia Online -- MTV's Virtual Hollywood -- but they also have their own. Unusually, it's actually six different interconnected virtual brands -- virtual versions of The Hills, Backstage Pass, The Real World, Pimp My Ride, Skate Park, and America's Best Dance Crew -- but we'll be looking at them all under the banner of Virtual MTV.
Name: Virtual MTV
Company: MTV Networks
Established: September 2006
How it Works: Virtual MTV is based on Makena Technologies' There, and requires the download of the client (roughly 70mb) which runs in its own window. Navigation and gameplay are accomplished via mouse and keyboard input.
Overview: In Virtual MTV, users choose a generic avatar to start with and select the brand they (at least initially) wish to explore. Each of the brands is an MTV reality property -- such as "soap opera" The Hills or car modification show Pimp My Ride -- and the user can take part in an experience tightly related to the concept of the show. So in Virtual The Hills users are expected to socialize, care about their appearance, and can create and sell items. In Virtual Pimp My Ride, users can play games and perform challenges to earn vMTV "bucks" to spend on customizing their car.
Payment Method: Virtual MTV is free to play, and earns revenue as part of the MTV brand identity and in-game sponsorship. Players can also purchase vMTV bucks via credit card.
Key Features:
- Offers six mulitplayer brands each with unique aspects
- Based on Makena Technologies' There, so offers a similar interface, character customization and socialization possibilities
- Users can create and sell items
Virtual MTV: In-Depth Tour

OK, so, I guess I have to admit it. Quite unintentionally I've seen practically every episode of The Hills. I haven't watched them, really just "been in the room while they were on", but I at least know enough to know who Lauren is and hate Spencer's stupid idiot face.
So of course, when offered a choice of six virtual "worlds" to inhabit, it's natural that I picked Virtual The Hills. It doesn't take long for this selection to reveal itself to be largely meaningless -- despite a general implication that these are interconnected virtual worlds, it's really just one large one -- but I was happier to select The Hills rather than something as even more moronic -- such as Pimp My Ride.
But then, I'm pretty much out of MTV's target demographic by now, so what do I know?

Anyway, the first thing that I noticed was that Virtual MTV is like There. Obviously, it's based on the same technology, but it's very, very like There. Almost indistinguishable, in fact, in terms of character animation, customization, interface... It almost feels like a bit of a cheat to write an Online World Atlas about this title so soon after covering There, but it does give me the chance to be a bit lazy, and point directly to the There atlas entry if you want to learn more about the basics of how Virtual MTV works too.
There are differences that are worth noting, of course, particularly considering the general experience of using Virtual MTV. After selecting one of the small selection of generic avatars on offer (none of which suited me, particularly) and selecting my character name -- Buff Drinklots, the kind of name I reckon the males featured on The Hills would aspire to have (and a sneaky Mystery Science Theater 3000 reference) -- I was surprised to find on logging into the world that people were instantly helpful and talkative! Thought I was already familiar with how to use the system from my time in There, I played along, and was taught how to change my appearance, purchase new items, and even advised where to go (I was told the club area was a great place to go and hang out).
Much like There, changing your appearance outside of reshaping your face requires you purchase clothes using MTV Bucks, which cannot be earned in game and you must purchase them using real cash. Also as in There, a significant portion of your time spent in the world will also involve navigating the in-game internet browser, which is where most of the shopping happens.

Something rather interesting is that as a result if you want to take part in some of the (ahem) "brand experiences" you're going to have to stump up some cash just to get started. Playing in the world of The Hills is genuinely as simple as turning up at a club and chatting to other players, but if you want to go for the whole Pimp My Ride experience, you're going to have to spend at least 1,800 MTV Bucks (which translates to $10!) on a vehicle and then countless more on "pimping it out".
This is an interesting barrier in the virtual world, and much like There (my apologies about continually referring to it, but it's a useful comparison) you can take time limited trials, but they're very time limited indeed -- I got only 2 minutes with a junky old Lowrider, which was barely enough time to drive it around.
As a result of the wide variety of MTV brands included, the world is very busy and really quite vibrant. After being introduced to the world, Buff Drinklots was practically beating off the women with a stick in The Hills' club area, and other players seemed to be having a good time.
So Virtual MTV is quite an interesting world -- it's busy, the community are active, and if you have money to spend in the world, there are certainly things to do. Of course, as always, I'm not entirely convinced, but I'll discuss more on the pros and cons of MTV's approach in the conclusion.
Virtual MTV: Conclusion

Virtual MTV is quite an unusual MMO. When I'm researching the MMOs I'm going to cover in this Online World Atlas, I often find quite a lot of information on them online -- even if only on the MMO's own webpage. But Virtual MTV isn't like that at all. There are few references to it on other websites (other than the odd news story about it) and the website itself features very little in the way of information unless you've already signed up. By and large, it seems to be a mysteriously blank spot on the internet.
Yet somehow, the world seems active, an while I can't really comment on exact numbers, it does seem popular. The community just isn't talking about the world outside of it. Which is curious.
As a branded MMO, too, Virtual MTV is an interesting one. Based wholesale on the technology behind There, there is very little different about it from its parent world, yet, and this is a crucial difference, in that the world seems entirely more focused thanks to the resonance of the brand.

What that means is that people who choose to sign up for Virtual The Hills tend to be female, and orientated towards socialization and fashion, while the people who choose to sign up for Virtual Pimp My Ride are male, and interested in driving around in their cars. That's interesting because it (quite obviously) fits into the audience of each brand, but these different users all actually inhabit the same world as they're really just all signing up for the same MMO, but I bet they're not really aware of that -- they seem to cast their behavior based on the brand they signed up for, no matter what location they're in.
So that's a good thing, right? I should be singing Virtual MTV's praises. Well, I can't completely. First of all this concept -- of different brands sharing the same world -- is sound, but it's slightly flawed, as I don't think that the brands are always particularly well represented.
Take Virtual The Hills. Now I haven't really paid attention to this programme (I promise!) but there's more to it than just socialization and fashion -- and even if there wasn't, is including chat and fashion in an MMO really enough now? There are a multitude of game-like elements these kind of reality shows thematically imply -- from working jobs to social hierarchies -- that simply don't evolve from the basic tools users have, so do (in my opinion) need to be planned into this kind of world. This is a problem There had -- that sometimes it felt like a glorified chat room -- and it really isn't one that a brand as successful as The Hills should have to face. It's nice that the community currently is chatty and interesting in how "flirty" it is (I was propositioned a lot, and most clubs are just full of couples making out!) but there could obviously be more interactions possible.

This is underscored by what I have come to see as a core weakness of the There platform -- the reliance on the web in world to do almost anything. The fact that you can purchase user created clothes seems like a fantastic possibility to me, but that people can't really set up in-world stores or anything like that makes it feel "separate" from the main game.
It's no surprise that the areas aimed at boys are more successful. Virtual Pimp My Ride has the very game-like mechanic of allowing you to buy and upgrade an old car, but has an astonishingly high cost of entry. You have to pay $10 just to get a car, and then each upgrade costs even more in real-world money.
I don't begrudge MTV's attempts to recoup costs, but this isn't an easy or cheap way to get yourself hooked into the game. In most other worlds, it's the premium upgrades that would cost money and be the most desirable -- here, when a junkheap costs as much as an Xbox Live Arcade game, it's not a particularly thrilling prospect.
And one technical issue -- Virtual MTV retains a lot of assets which still refer to the game as Virtual Laguna Beach, which is just messy.
My complaints might seem a little petty, or even to ask too much. And I acquiesce that Virtual MTV does seem successful, is technically acceptable, and is enjoyed by its users. But much like its parent, There, it doesn't push the industry anywhere new or even useful, and by being backed by such a huge brand there was great potential to do more that has been completely overlooked.
Useful Links:
MTV
Virtual Pimp My Ride
Virtual America's Best Dance Crew
Virtual Backstage Pass


