I was reading an article on Habbo Hotel (http://www.gamasutra.com/view/feature/1946/designing_a_gameless_game_sulka_.php), and when trying to describe what it was, they made this analogy: "if you go to a room and you're alone, it would be just furniture. There's no play. You're kind of playing, but it's the same as if you had a doll's house, just moving the furniture, which you can also kind of play, but it's definitely not a game. "
Seems to me like the word they are looking for is "toy". A virtual toy.
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