Template:Short description Template:Main other{{#invoke:infobox|infoboxTemplate | child = | subbox = | bodyclass = ib-video-game hproduct {{#ifeq:|yes|collapsible {{#if:|{{{state}}}|autocollapse}}}} | templatestyles = Infobox video game/styles.css | aboveclass = fn | italic title =
| above = There
| image = {{#invoke:InfoboxImage|InfoboxImage|image={{#invoke:WikidataIB |getValue|rank=best|P18 |name=image |qid= |suppressfields= |fetchwikidata=ALL |onlysourced=no |noicon=yes|There Logo.png}}|size=|sizedefault=frameless|upright=1|alt=|border=|suppressplaceholder=yes}}
| caption = {{#if:There Logo.png|Logo used for the 2012 relaunch|Logo used for the 2012 relaunch}}
| label2 = Developer(s) | data2 = Makena Technologies
| label3 = Publisher(s) | data3 = Template:If first display both
| label4 = Director(s) | data4 = Template:If first display both
| label5 = Producer(s) | data5 = Template:If first display both
| label6 = Designer(s) | data6 = Template:If first display both
| label7 = Programmer(s) | data7 = Template:If first display both
| label8 = Artist(s) | data8 = Template:If first display both
| label9 = Writer(s) | data9 = Template:If first display both
| label10 = Composer(s) | data10 = Template:If first display both
| label11 = Series | data11 = Template:If first display both
| label12 = Engine | data12 = Template:If first display both
| label13 = Platform(s)
| data13 = Windows
macOS (2025 private alpha)<ref name="MacAlpha">{{#invoke:citation/CS1|citation
|CitationClass=web
}}</ref>
| label14 = Release
| data14 = January 9, 2003 (original)
May 2, 2012 (re-launch)
| label15 = Genre(s) | data15 = Virtual world
| label16 = Mode(s) | data16 = Multiplayer
| label17 = Arcade system | data17 = Template:If first display both
| data30 =
| below = Template:EditOnWikidata
}}Template:Main other{{#invoke:Check for unknown parameters|check|unknown=Template:Main other|ignoreblank=1|preview=Page using Template:Infobox video game with unknown parameter "_VALUE_"| alt | arcade system | artist | caption | border | child | collapsible | commons | composer | designer | developer | director | embedded | engine | fetchwikidata | genre | image | image_size | image_upright | italic title | modes | noicon | onlysourced | platform | platforms | producer | programmer | publisher | qid | refs | release | released | series | state | subbox | suppressfields | title | writer }}Template:Main other{{#if:There Logo.png|}} There is a 3D online virtual world 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.<ref name="Engadget2010" />
HistoryEdit
Development and initial run (1998–2010)Edit
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. Template:Image frame
Lagging growth led to major layoffs in August 2004 and a split into two entities: Forterra Systems - targeting government simulation - and Makena Technologies for the consumer product.<ref name="Wired2004" />
A US$14 million funding round followed in 2005.<ref name="Wired2005" />, and partnerships with corporate advertisers like MTV Networks and Coca-Cola brought a new revenue stream and new content to the world. (see corporate partnerships)
On March 2, 2010 Makena announced that There.com would close; servers went offline at 11:59 p.m. PST on March 9, 2010.<ref name="Engadget2010" /><ref name="Wired2010" />
Relaunch and 2025 revival (2012–present)Edit
Founder Michael Wilson confirmed plans to reopen in May 2011, and the world returned on May 2, 2012 with a subscription model and two free-trial tiers.<ref name="MOP2025" />
Interest resurfaced in 2025 when YouTuber Globert posted a 30-day documentary that drew more than ten million views as of May 2025.<ref name="GlobertVideo" /> Massively Overpowered reported a population surge and revived in-game events, crediting the video for the spike.<ref name="MOP2025" />
Gameplay and featuresEdit
Avatars and social toolsEdit
Players create avatars with permanent names and genders and fully customizable appearance. Communication options include text chat, voice, emotes and avatar “body language.”<ref name="NYT2003" />
Makena released ThereIM, a stand-alone instant-messaging client, and ThereConnect, a Facebook plug-in that syndicated in-world events.<ref name="WiredIM2008" />
EconomyEdit
CurrencyEdit
The in-game currency, Therebucks (T$), can be purchased on the website and are valued at 1800 T$ = US$1.<ref name="WiredCommerce2003" /> They can also be earned via various other methods, including events, random drops, and designing content for the world via the Development Program.
PropertyEdit
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.<ref name="DesignYourPlace">{{#invoke:citation/CS1|citation
|CitationClass=web }}</ref>
Newer neighborhood lots expand on PAZs by letting multiple owners form planned communities.
User-generated contentEdit
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.<ref name="DevFAQ">{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> Once peer-reviewed, items are listed in the virtual marketplace and sold for Therebucks or sold directly to other players.
ActivitiesEdit
Popular pursuits include player-run events, paintball, flying jetpacks, treasure hunts, card games and training virtual pets.<ref name="BrownBell2006" /> As of March 2009, the main map featured 14 themed islands plus dozens of smaller atolls.<ref name="DesignPAZ" />
Corporate partnershipsEdit
- In 2006 Makena partnered with MTV Networks to build branded worlds including Virtual Laguna Beach, The Virtual Hills and the Virtual VMAs.<ref name="Wired2007" />
- Coca-Cola opened the branded district CC Metro in 2007, hosting minigames and promotions.<ref name="HollywoodReporter2007" />
- CosmoGIRL! sponsored fashion-oriented quests and contests.<ref name="Wired2010" />
- A 2008 deal with Paramount Pictures sold movie sound clips as US$1 avatar emotes.<ref name="WiredParamount2008" />
- Apparel collaborations with Nike and Levi’s offered branded clothing items.<ref name="WiredCommerce2003" />