A 3D online virtual world was created and managed by Makena Technologies. The platform became available to the public in October 2003 after a two-year testing period and had more than one million members who signed up by 2009.
The world was designed for social activities instead of fighting. Players could create their own characters, build and trade items they made, and take part in events like buggy races, paintball games, hoverboard challenges, and events hosted by other players. Areas in the world were customizable neighborhoods and zones where users could pay rent using the in-game currency called Therebucks (T$). Collaborations with companies such as Coca-Cola, MTV, CosmoGIRL!, and Paramount Pictures added special areas and content to the platform.
The platform closed on March 9, 2010, but started again on May 2, 2012, with a $10 monthly fee. Interest grew again in April 2025 after a YouTube documentary became very popular online, reaching more than 14 million views and causing a big increase in both returning and new players.
History
There Inc. was started in 1998. Its closed beta version began 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 large job cuts in August 2004. The company then split into two separate businesses: Forterra Systems, which focused on government simulations, and Makena Technologies, which handled consumer products.
In 2005, There Inc. received $14 million in funding. Partnerships with companies like MTV Networks and Coca-Cola created new ways to earn money and added new content to the world.
On March 2, 2010, Makena announced that There.com would shut down. Servers stopped working at 11:59 p.m. PST on March 9, 2010.
Founder Michael Wilson said the world would reopen in May 2011. It returned on May 2, 2012, with a subscription system and two free trial options.
In 2025, interest in the game grew again after YouTuber Globert posted a video showing him playing the game for 30 days. Massively Overpowered reported a sudden increase in players and renewed in-game events, which they linked to the video.
Gameplay and features
Players create avatars with fixed names, genders, and appearances that they can fully customize. Communication tools include text messages, voice chat, animated gestures, and avatar movements that show emotions or actions.
Makena launched ThereIM, a separate instant-messaging program, and ThereConnect, a Facebook add-on that shared in-game events with Facebook users.
The game’s currency, called Therebucks (T$), can be bought on the website. One thousand eight hundred T$ equals one US dollar. Players can also earn Therebucks by participating in events, receiving random rewards, or creating content for the game through the Development Program.
Members can purchase or rent virtual land and decorate it as homes, clubs, game rooms, or racetracks.
Virtual land comes in two types:
Newer neighborhood lots build on PAZs by allowing multiple owners to create planned communities.
Players use There’s developer tools and third-party software, such as image editors and 3D modeling programs, to design clothing, vehicles, buildings, furniture, and other items. After being reviewed by other users, these items are listed in the virtual marketplace and sold for Therebucks or directly to other players.
Popular activities include events organized by players, paintball, flying with jetpacks, treasure hunts, card games, and training virtual pets. As of March 2009, the main map included 14 themed islands and many smaller atolls.