(adsbygoogle = window.adsbygoogle || []).push({}); LONDON - Diesel, Paramount Pictures and Eurogamer have followed Red Bull by building a presence on Sony's new gaming virtual world PlayStation Home.

Home, the virtual world for PS3 gamers, launched last week and a host of brands are busy building branded areas.

Diesel has followed up its recent viral activity (pictured) by offering users the ability to purchase clothing for their avatars, some of which will be free, and some items will be priced up to E1.50 (£1.3.

Contemporary furniture designers LigneRoset and video content providers Hexus TV also have a presence in the virtual world.

Home enables gamers to create avatars, interact with each other, create their own apartments, play games, and stream video and music, by connecting to the internet through their PS3 consoles.

Sony has set up Home so that gamers and brands can "generate significant revenues", and expects further brands to get involved as the platform evolves.

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