Access control key management in a virtual world that includes generating a key for access to a virtual space, a service, an event, or an item in a virtual world, assigning one or more parameters to the key, providing the key to an avatar in the virtual world, and accessing the virtual space, the service, or the item by the avatar using the key in accordance with the one or more parameters. The one or more parameters may include a type parameter, a frequency parameter, a duration parameter, or a value parameter. The avatar may be denied access if the duration parameter has expired and may be allowed access while the duration parameter has not expired. The one or more parameters may be determined responsive to rules associated with the virtual space, the service, the event or the item.