Various embodiments facilitate the creation and presentation of a virtual entertainment world. In one embodiment, the virtual entertainment world is created to help a user find and watch content. The virtual entertainment world includes various environments, including a virtual program guide, a virtual viewing environment, and a concession environment. The virtual program guide provides a starting point for users to easily and efficiently find content. The virtual viewing environment provides an immersive environment for users to watch content. The concession environment provides a convenient location where users may make purchases.