Second Life recently got a new bureau from Reuters, and now it’s getting a visit from Endemol in the form of Big Brother.

The reality TV show is being held on Second Life until the final on 31 December, with 15 contestants taking part until only 1 is left. The prize? A virtual island in Second life, worth about £880.

The players’ avatars will live in a glass house so that other Second Lifers can see what’s going on at all times. The players are required to play at least 8 hours a day, making it a fairly demanding task.

Endemol plans to learn from the experience in order to develop content for online communities. Second Life and other virtual worlds online are growing exponentially; Linden Labs, the creators of the world, say that it’s growing by about 38% a month. It already has about 1.2 million registered users.