SmallWorlds is the first web-accessible, casual virtual world which is designed for mass market appeal. Online virtual worlds have traditionally been impeded by a number of factors that have prevented them from breaking through niche markets to appeal to a broad demographic. These include the need to download and install the application, complicated and intimidating user interfaces, difficulty in navigating and finding things to do in the world, and limited options to customize the world and your experience without a sophisticated level of computer expertise.