Message propagation in a distributed virtual world

A message propagation scheme for a distributed virtual world is provided. In general, each of a number of peer servers hosts a cell of the virtual world, where the cell is also referred to herein as a virtual space. A peer server issues an advertisement/subscription (ad/sub) message, or message flow path setup message, identifying message types produced by the virtual objects in the virtual space hosted by the peer server and message types consumed by the virtual objects in the virtual space hosted by the peer server. Based on the ad/sub message, for each message type produced, message flow paths from the peer server to other peer servers hosting virtual objects that are consumers of the message type are identified. Likewise, for each message type consumed, message paths from other peer servers hosting virtual objects that are producers of the message type to the peer server are identified.