1. A system comprising a computing-based device, the computing-based device comprising: a communication interface arranged to communicate with an interactive software experience; and a module generation service arranged to: receive a virtual 3D shape generated by a user; generate a derived 3D shape for a custom modular object from the received virtual 3D shape, wherein the custom modular object can be connected to other modular objects to form a coherent physical whole object, the coherent physical whole object acting as a user input device for the interactive software experience; trigger sending of the derived 3D shape to the user in virtual or physical form, sending the derived 3D shape to the user in virtual or physical form being based at least in part on a location of the user; and provide a virtual representation of the custom modular object to the interactive software experience.