Secure virtual marketplace for virtual objects and services

Methods and apparatus implementing a technique for providing a secured virtual marketplace. In general, in one aspect, the technique includes maintaining a list of virtual objects as well as data format information for each of a plurality of virtual environment systems. Each virtual object is represented by data. The data format information for a virtual environment system specifies a format that data must have to be processable by the virtual environment system. The techniques includes receiving a request to distribute one or more virtual objects from the list of virtual objects, the request identifying the virtual objects to be distributed and the virtual environment system with which the virtual objects are to interact. The technique includes formatting, in accordance with the data format information and the request, data representing the one or more virtual objects to be distributed and further includes distributing the one or more virtual objects.