A 3D online world was created and managed by Makena Technologies. The platform became available to the public in October 2003 after a two-year test version. By 2009, it had more than one million registered users.

The world was designed for social activities instead of fighting. Players could make their own characters, create and exchange items made by other players, and join events like buggy races, paintball games, hoverboard challenges, and events hosted by other players. Land in the world was divided into customizable areas and neighborhoods, with a system where players pay rent using game money called Therebucks (T$). Areas and content from companies such as Coca-Cola, MTV, CosmoGIRL!, and Paramount Pictures were included in the world.

The platform closed on March 9, 2010, but started again on May 2, 2012, with a $10 monthly fee. Interest increased again in April 2025 after a YouTube video became very popular, getting over 14 million views and causing many old and new players to join again.

History

There Inc. was created in 1998. Its closed beta version started in July 2001, and the world became publicly available in October 2003. Tom Melcher, who previously worked at CNET, was the chief executive officer until 2003.

Slow growth caused many employees to lose their jobs in August 2004. The company then divided into two separate businesses: Forterra Systems, which focused on government simulations, and Makena Technologies, which handled consumer products.

A funding round of US$14 million occurred in 2005. Partnerships with companies like MTV Networks and Coca-Cola provided new income and added new content to the world. (see corporate partnerships)

On March 2, 2010, Makena announced that There.com would shut down. Servers stopped working at 11:59 p.m. PST on March 9, 2010.

Founder Michael Wilson confirmed plans to restart the service in May 2011. The world reopened on May 2, 2012, with a subscription system and two free trial options.

Interest in the world returned in 2025 after YouTuber Globert posted a video showing him playing the game for thirty days. Massively Overpowered reported a sudden increase in users and the return of in-game events, giving credit to the video for the rise in activity.

Gameplay and features

Players create avatars with permanent names, genders, and completely customizable appearances. Communication tools include text chat, voice chat, emotes, and avatar “body language.”

Makena released ThereIM, a separate instant-messaging program, and ThereConnect, a Facebook add-on that shared in-world events.

The in-game currency, Therebucks (T$), can be bought on the website. The value is 1800 T$ equals 1 US dollar. Therebucks can also be earned through events, random rewards, or by creating content for the game using the Development Program.

Members can purchase or rent virtual real estate and use it as homes, clubs, game rooms, or racetracks.

Virtual property comes in two types:

• Fixed-location zones – permanent areas like houses, “fun zones,” and “frontier zones” that require a monthly rental fee.
• PortaZones (PAZs) – moveable areas that players can carry and place anywhere. No rent is charged when a PAZ is not in use.

Newer neighborhood areas build on PAZs by allowing multiple owners to create planned communities.

Users design custom items using There’s developer tools and third-party software for editing images and creating 3D models. Items like clothing, vehicles, buildings, and furniture are added to the game. After being reviewed by other users, items are listed in the virtual marketplace and sold for Therebucks or directly to other players.

Popular activities include events run by players, paintball, flying jetpacks, treasure hunts, card games, and training virtual pets. As of March 2009, the main map included 14 themed islands and many smaller islands.

Corporate partnerships

• In 2006, Makena worked with MTV Networks to create virtual places such as Virtual Laguna Beach, The Virtual Hills, and the Virtual VMAs.
• In 2007, Coca-Cola opened a special area called CC Metro, where people could play small games and take part in promotions.
• CosmoGIRL! supported activities and competitions focused on fashion.
• In 2008, a partnership with Paramount Pictures allowed users to buy movie sound clips for US$1 to use as avatar emotes.
• Collaborations with Nike and Levi’s provided clothing items with brand logos.