Today, SCE Worldwide Studios president Phil Harrison announced Sony's entry into the virtual world market with its new service, 'Home'.

PS3 Home screenshot

Accessible from the PS3's XMB menu system, players will be able to jump into a virtual universe, not unlike Second Life, where they can customize their own personal avatar right down to the finer details such as eye colour and jaw shape, as well as purchase clothing from the Sony Store.

Additionally, players will be able to purchase their own condos and design them from scratch with the click of a button, adding chairs, tables, televisions (which can display HD quality video content from either the Internet or your HDD) and, in a neat twist, can place picture frames on their walls and upload their own family photos. Though your first apartment may not be the spacious suite you've dreamed of, you can upgrade to bigger and better, multi-level condos with theatre-sized screens and patio decks overlooking the ocean - ideal for throwing virtual parties.

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Aside from having your very own private apartment, players can also visit a variety of lounges created by other community members and developers, which can sport bowling alleys, arcade games, and pool tables - all available to play in real-time.

Home's beta trial begins in April, and will be available as a free download worldwide in the autumn. For now you'll have to make do with a trailer which is available to view over on Pro-G TV.