In a video game, a player is allowed to create a character in the video game by selecting feature variables that define a character feature according to two or more target features and a feature variable. The target features can be are morph targets and the feature variable might represent relative distance of the player's desired feature relative to the morph targets. In a specific example, the player might be presented with two face shapes as morph targets and an input slider for a corresponding feature variable where the resulting face feature of the character matches one of the morph targets when the input slider is at one extreme, matches the other morph target when the input slider is at the other extreme and is a combination of the morph targets when the input slider is between the extremes. The character features might include face shape, height, weight, skin color, skin texture, body build, particular sports figures' faces, clothing, hair, eyes, nose, mouth, lips, hands, feet, etc. The player can also purchase items from a shop according to restrictions on cost, sponsorship, availability, time of day, date and/or day of year.