I met a game producer from Tokyo while checking out a 3D chat prototype. His personal website is here. This applet is an interesting example of the abilities of Shockwave 3D and the Multiuser Server (MUS).
Maybe I'm just simple, but it seem pretty cool to be able to click a link and be running a 3D chat that you didn't have to download or install. It's a big improvement over the BBS concept of listing all the simultaneous users on a web site.
Imagine if this were coupled with a content management system so that users could navigate the entire website in 3D while bumping into each other. Or if it had peer-to-peer connections to other sites running the same chat system so that users could navigate a little sub-internet seamlessly in 3D. There are game design possibilities too—users running around playing capture-the-flag while other users try to navigate through the site's contents while still other users have a chat.