An apparatus and computer implemented method for modifying a state of a virtual item and a corresponding computer-readable medium are disclosed. A receiving device receives information relating to one or more virtual items from a server via a broadcast signal. The information is filtered according to one or more criteria to select a selected virtual item from among the one or more virtual items. The criteria include a physical world location of the receiving device. A state of the selected virtual item is modified from an initial state to a modified state and information relating the modified state back is sent back to the server.