Systems and method provided herein involve a mechanism that allows users to have more input and influence in customizing their virtual characters' profile by developing their attributes. By developing and improving attributes of their characters, the social value of their characters can be increased within the virtual environment. Additional attributes that can be developed include, but are not limited to, strength, speed, agility, intelligence, creativity, style, streets-smart, safety-awareness, grooming, cooking, and manners. Jobs, tasks, classes, sessions, and the like, as well as competitions can be created that emphasize one or more attributes to facilitate encouraging users to have their characters learn, master, and test such new skills.