Chichen Itza Ventures, the lead investor in There.com producer Makena Technologies, has announced a "significant investment" in next-gen console game and virtual world developer Trilogy Studios. There.com and Trilogy have enjoyed a long-running partnership, building Virtual Pimp My Ride for MTV, and recently reaffirming their mutual commitment to that project. Michael Wilson, There.com CEO, said in a press release received by Worlds in Motion that the investment, in addition to strengthening There's partnership with Trilogy, "marries Trilogy's gaming expertise with There.com's leadership in social virtual worlds." Trilogy was originally founded in late 2005 by former Electronic Arts Los Angeles executives Rick Giolito and Mark Skaggs, together with former Vivendi Universal executive vice president Michael Pole. The companies plan to expand virtual worlds' entertainment value by adding game-like play elements to social networking and established entertainment brands. In addition to Virtual Pimp My Ride, the companies say they're working with other major media companies on the development of new, soon-to-be-announced brand-extension virtual world properties that will be announced shortly. "We see a wealth of opportunity in new financial and distribution models for interactive entertainment, and There.com and Trilogy are building the infrastructure to support these new efforts," Wilson said. [This story was originally posted on Gamasutra's sister online worlds weblog WorldsInMotion.biz.]