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Lively, Google’s virtual world, has been a flop

IT SOUNDED like a brilliant idea. Google, the internet giant, would bring 3-D virtual worlds to the masses by making them accessible through a web browser. Millions of people log into virtual worlds such as World of Warcraft and Second Life every day, but they require special software and their complexity can be daunting to newcomers. So Google’s launch of Lively, in July, seemed to have great potential. But in the weeks since it opened its virtual doors, Lively has remained surprisingly lifeless, hosting a dwindling number of users and prompting a string of negative reviews.

Lively is a simple environment, amounting to little more than a series of 3-D chat rooms. To enter, you must first download and install a plug-in for your web-browser. You can then choose from a list of rooms, the most popular of which are (inevitably) themed around sex and dating. And although some popular rooms—“Love Sweet Love” and “Sexy Babes Club”—have had thousands of visitors, the number quickly drops into the double digits further down the list. Hardly anyone is using Lively. ...