Sony on Thursday finally goes ahead with the worldwide launch of its "Home" 3D social community for the PlayStation 3, enabling users to roam through a virtual universe filled with life-like characters.

The company hopes the new universe will boost interest in the PS3 in the face of fierce competition from Nintendo's Wii, which has proved a hit even with people who would not usually play video games.

PS3 owners worldwide will be able to download access to "Home" free of charge from Thursday.

Seen as a cross between social community website MySpace and Linden Lab's Second Life, the service will allow "residents" to build homes, create vehicles, visit nightclubs and stores, while also offering blog buffs instant messaging and providing video-sharing services similar to YouTube.

"Home" was originally scheduled for launch in late 2007 but was delayed as Sony tested it worldwide to iron out problems.

The service, Sony said, will deliver "overwhelming visual graphics and rich gaming social experiences only possible on the PS3 platform".

Players will be able to invite avatar-friends home for a chat, communicate online through text or voice chat, and enjoy mini-games, videos and special events. The basic service will be free but users will have to pay for some content and extras.

There will be virtual public arenas on offer for attending or organising sporting or cultural events, enabling players for instance to go to a golf course and find partners via a paying gaming service, or join a car race.

Companies such as France's Ubisoft, for instance, will have a space inside the universe enabling players of its 'Far Cry 2' to discuss shooting strategy.

Likewise brands such as fashion's Diesel, energy drinks firm Red Bull and film giant Paramount have signed into the game, producing new revenue for Sony.

"We are committed to providing PS3 users with exciting gaming experiences with PlayStation Home," said Kazuo Hirai, head of Sony's game unit.

Thus users will be able to dress up their life-like virtual characters, or avatars, in designer clothing, with Sony announcing Diesel pants and jackets available at just €1.50 in "Home", with other clothing for free.

Paramount for its part will be advertising new releases, with Zack Snyder's "Watchmen" first in line.

The Japanese icon, which announced on Tuesday as many as 16 000 job cuts to cope with the global financial crisis, has much riding on the PS3 but faces competition from Microsoft's XBox 360 and Nintendo's Wii.

AFP