By Matthew Fordahl
The Associated Press

MENLO PARK, Calif. - It was the dream of many a dead dot-com: build a virtual universe where people can socialize without the confusion of chat rooms or the awkwardness and emotional investment of physical face-to-face encounters.

Backed by serious venture capital and sophisticated software, There Inc. is hoping to offer just that, and is betting that people will be happy to pull out their credit cards to buy virtual clothes, good looks - even a trusted canine companion.

Without advances in personal computer technology, the lush graphics of There's online universe would not be possible. In order to participate, many people would need to upgrade their home PCs.

The company, in secret development for four years, faces competition from online games. On the surface at least, a newly launched Internet version of the popular Sims franchise resembles There.

"The difference is Sims online is essentially a game. There is not," said Tom Melcher, There's chief executive. "There is a place. In Sims, you're driven by game motives. You have hunger, comfort, a bladder and energy. In There, you're driven by relationships."

The There universe was being unveiled for initial beta testers at the Consumer Electronics Show in Las Vegas. It officially launches later this year.

By downplaying competition, There hopes to attract women to its universe, which is roamed much like the legendary computer game Myst. In fact, some areas look and sound like the mythical Myst island with the constant chirping of birds and distant roar of surf.

Unlike Myst - which was eerily absent of other people - fellow humans, or online incarnations called avatars, are present to chat and play with. There's also no sequence, or "end of game." People just exist - until they log off.

Conversation appears as cartoon balloons that float above participants' heads. Voice chat also is possible if the Internet connection is fast enough.

People can buy clothes from partners like Nike, Levi Strauss & Co. and in auctions by other users with There's currency.

Some "Therebucks" will be included in the monthly fee - expected to be about $10. Users also can purchase additional "Therebucks" with a credit card or earn them by creating activities.

The rates are expected to fluctuate as testing proceeds, though $1 now buys 1,787 Therebucks or about one-sixth of the price of a virtual dog - available in two breeds - or a buggy.

With transportation such as buggy or hoverboard, players can roam various islands or even planned Planets, each with themes.

The company, which has secured $33 million in funding through venture capitalists and its 84 employees, says it can break even with 150,000 subscribers.

Though There plans to build its universe slowly at first, analysts say keeping a virtual world humming - and subscribers happy - could be an expensive challenge.

Executives also promise an open platform so that anyone with programming experience can create everything from a new planet to a new outfit. For now, no one will be allowed to shed their virtual clothes in There - but that could change if a company wants to sponsor an adult Sin City.