Managing a virtual object

A method of managing a virtual object, the method comprising, with a programmed server:

• maintaining a database comprising a number of avatars and a virtual object distinct from said avatars;
• maintaining a database of users that subscribe to said virtual object;
• and
• in response to receiving a request from a non-subscriber user to perform a first action on said virtual object, sending a message to at least one of said users that subscribe to said virtual object;
• wherein said at least one of said users that subscribe to said virtual object comprises any user subscribing to said virtual object that has performed an action on said virtual object that is the same as said first action performed by said non-subscriber user on said virtual object.

A server device, comprising:

• a processor;
• and
• a memory communicatively coupled to said processor;
• said memory comprising executable code that causes said processor, upon execution of said executable code, to:
• render a virtual object in a virtual environment implemented by at least one server device, said virtual environment including both a number of avatars and a number of virtual objects distinct from said avatars, said rendered virtual object being one of the virtual objects distinct from said avatars and being accessible to a plurality of users of said virtual environment;
• maintain in said at least one server device a database of users, from among said plurality of users, that subscribe to said virtual object so as to distinguish between users that subscribe to said virtual object and users that have not subscribed to said virtual object;
• and
• in response to a non-subscriber user that has not subscribed to said virtual object directly performing a first action on said virtual object in said virtual environment, send a message from said at least one server device to at least one of said users that subscribe to said virtual object.