Described herein is a system and method for identifying locations for virtual items within a physical environment. For each of a plurality of users, information is received regarding the user's interaction with a one or more interactive virtual items presented on a map of a virtual environment that parallels at least portions of the physical environment. The information comprises the user's physical location when interacting with a particular interactive item. Each interactive virtual item has an associated physical location within the physical environment. The received information is aggregated over time to determine an associated physical location within the physical environment for the virtual item. With the virtual environment, the virtual item is placed at the determined associated physical location.