A virtual environment server records and broadcasts a Uniform Resource Locator (URL), browser state information, and optionally clipping parameters, that are to be associated with a three dimensional (3D) surface in a virtual environment. When a user's Avatar encounters the 3D surface in the virtual environment, the client obtains the URL and browser state information, and obtains the web content using a standard web browser. The web content is stored into an off-screen buffer. The content from the off-screen buffer is then rendered locally as a texture map onto the 3D surface of the virtual environment. Whenever one of the users interacts with the web content, a new URL and new browser state information is used to obtain the updated web content in the same way. The new URL and new browser state information is also passed from the client to the server, so that the server may update the URL and new browser state information in each of the other clients associated with each of the other users.