Customized wait state experiences for an avatar in a virtual universe are provided by determining user alternative wait context preferences, selecting alternative wait state content objects accordingly, creating a wait state context in the virtual universe system using the alternative wait state content objects, and transporting the waiting avatar to the newly created wait state context for the duration of the wait. The custom context can include scenery, sounds, and even information streams and feeds. The avatar is optionally returned to the original context upon an event, such as a customer service representative, being available and ready to interact with the user. Artificial intelligence processes are optionally used to determine probable wait state context preferences for the user. Rewards may be given to the user for waiting, and for completing games or challenges.