ABSTRACT Sex is one of the biggest industries in the virtual world of Second Life—ranging from shops selling beds embedded with animation scripts to professional escort services. While virtual sex is not a new concept, the usage of avatars in a 3D immersive environment creates a level of interactivity unprecedented in former forms of cyber sex. In these virtual worlds, cyber sex includes dialogue as well as visual stimulation, and is unique in that the user is able to actively participate in the content development of both visual and textual elements of role-playing. 1. INTRODUCTION The Internet has fostered a culture that enables people to engage in sexual activities by using the computer as a medium. Past studies—mainly conducted by psychologists and sociologists—have examined cyber sex as a phenomenon that replaced written text and phone sex (Young, 2001). Cyber sex was defined as messages exchanged in live chat rooms and email correspondence (Dryer, 2007).The recent development of