Google launched its own browser-based virtual world earlier today. Christened "Lively," the service is an add-on that allows users to customize avatars and create virtual worlds. According to Google, it will provide users a richer social experience compared to Gtalk.

Although not directly comparable to the well-established 'Second Life', new entrants services like IMVU (www.imvu.com), the soon-to-be launched Rocketon (www.rocketon.com), and of course "Lively" are expected to kick off the battle for virtual world supremacy. However, all three have a long way to go before they reach the sophistication and features offered by 'Second Life'.

With "Lively", users can start building their worlds from scratch or use some of the 'Sample Rooms' already created by Google. Unlike 'Second Life', there is no single world where users can move around. However, you can choose to invite your friends and stream personal images and videos.

As of now, only Windows XP and Vista with Internet Explorer or Firefox are supported. Head over to "Lively" to see more!