Whew!
It sure is hot today!

Guess I will head to the beach and go catch some gnarly waves.


I was having a blast, the swells were fantastic for surfing, when suddenly.....
a most massive and totally radical wave came out of no where and I lost control and
landed head first in the sand of svirgo's beachscape!

Congrats! You have won a free month account upgrade and a trophy for your profile!


Don't forget to sign up here daily for your chance to win!

Last week's round of What Am I has ended.

The item description was: Splat! You my friend have pie on your face.
The answer was: Pie In Your Face.

18 out of 19 Ichuans answered correctly.

A new round of What Am I has started. Good luck!

Congratulations to -tiger-tiger- for winning PLAYER OF THE DAY!
Just for being active on Powerpets, they won a free one month account upgrade which comes complete with a free item that is handed out once a month and all other upgraded account benefits.

Congratulations to our Snapz! of the week winner: rhondajohnson


If you want to have a chance to win next week, make sure to keep your Snapz! updated and current for the season.

Today's winning Mega Money Madness number is: 2347

There were NO winners.

If you want to be a winner next time, check out the Mega Money Madness under the GAMES icon.

Good morning SensiFolks,

BIG NEWS

Our newest feature is finally here ~ Gardening! While we are still building out our story elements, there won't be a fancy introduction for this one just yet - but we wanted to release it to start getting feedback on it!

You can find a link to the Mystic Grove underneath Games for now.

To start off, you'll need to purchase a pot and some seeds, which can be acquired by clicking "Purchase" then "Purchase Supplies". 

Right now Linds is helping us get settled and has some helpful hints for you as you go through your gardening journey.

Looking for all sorts of feedback: from what you like, what you don't like, and everything inbetween.

We're limiting the types of plants you can raise for now, but rest assured there are many to be discovered. °

We'll let you explore for now and continue the conversation in the Forums!

TTFN~

@Howey & @Heffrad 

The forum software has been updated to the latest version in order to apply an important stability and bug fixes. This included an update to the latest feature release. Most of the new stuff should be off by default, but if you encounter anything broken, please post in the Help section.

Congratulations to Photo, who has just won the Ichu Lottery! The jackpot was worth 82,000 iP and the item prize was Magical Pilair Polisis Mirror Shard!

This week's item prize will be Ichu Berry Plant! Lottery is drawn every Wednesday.

Congratulations to Bunchy for winning PLAYER OF THE DAY!
Just for being active on Powerpets, they won a free one month account upgrade which comes complete with a free item that is handed out once a month and all other upgraded account benefits.

A storm has blown through East New Barkston and spread many shells across the cities of Powerpets. We need your help to find them and bring them back! When you find one, click on it, and you'll be awarded a point that you can use to redeem for prizes at the shell store.

Thanks for helping out and good luck!

Now that the team is ready, the ship has been reinforced, and the supplies are on board it's time to go.

The quay is packed with people. "Safe travels!" "Don't forget to write to us!" "Watch out for mermaids!"

The first couple of days at sea are easy with not much happening. The pirate crew does a great job, Rummy is excitingly running up and down the deck. Trunks seems to be very nervous and eats a lot. "If you don't stop eating now," d4rk says, "we won't have enough food left to last until we're back home." "You are right, madam," Trunks replies. "Cook, please put the food somewhere I can't reach."

Besides the dwindling food supply, the only other excitement was a typhoon in the distance. But the first mate steered the ship towards the north, away from the typhoon and around a small island with a couple of palms.

Just as we thought all would be easy and we would reach Skull Island in no time, rocks appear above and below the surface. Of course the pirates know this area like the back of their hands, so Trunks wasn't too worried.

"Yo, Officer Trunks?" Someone was calling, but he couldn't see who it was. It didn't seem to come from the ship.


Trunks looked over the starboard side into the water and saw Larry, the shipwreck's captain. "Hi Larry, what are you doing here?" Trunks says.

"I came to warn you, there are mermaids up ahead on that biggest rock. It's called East Pike."

"Mermaids? Never saw one. Would love to see one up close!" Trunks exclaims.

Larry doesn't agree. "They are dangerous. They will make sure your ship goes down, with everyone and everything. But I think I can help you distract them, so you can pass safely."

"Do you need help? What can we do?" Trunks asks.

"I will need some weapons to scare the mermaids, like the weapons that the players use to scare off Mo and Jo at the Shipwreck."

Skull Island Mystery

Whew!
It sure is hot today!

Guess I will head to the beach and go catch some gnarly waves.


I was having a blast, the swells were fantastic for surfing, when suddenly.....
a most massive and totally radical wave came out of no where and I lost control and
landed head first in the sand of SNOWFLAKEASJ's beachscape!

Congrats! You have won a free month account upgrade and a trophy for your profile!


Don't forget to sign up here daily for your chance to win!

Every week, we will be selecting a random pet's blog from the Pet Zone. Only up-to-date blogs will apply for this.

This week, the award goes to Mia, who had a relaxing morning with her dad! -- (read the blog to find out more)

For having an up-to-date blog with cute pictures, they have earned their owner skylar1 a free account upgrade! Congrats!

Make sure you don't forget to put your real life pet images in the Pet Zone and ADD/keep UPDATED BLOGS to your pet images, so you have a chance to win!

Who knows, they might win the next weekly Pet Zone contest.

The moment has finally come for us to reveal The Big Thing we¢ve been working on since the spring, and we¢re so excited to finally let the cat out of the bag (or horse out of the pasture?)!

Hold on to your horses! We¢re going on an adventure!

[ Video ] [Video Captions]

Over the years, our Eqcetera family has survived multiple versions, endless changes, and a slow progression of building a solid core foundation of a game. We¢re really proud of how far we¢ve come and frankly how much we¢ve learned about game development. As always, we look for ways to take things to the next level, and that¢s what this announcement is about.

¢¨ Eqcetera is the Past

When Bedouin bought Eqcetera back in 2012, there was never a thought of renaming the game. Eqcetera was a cool, punny equestrian-based name that seemed to fit the game at the time. Over the years, especially the past year or so, our vision has evolved into something a bit more complete. After a lot of thought and consideration about the old name, we came to the conclusion that ¢Eqcetera¢ should become a thing of the past - all the past history, misgivings, and preconceptions over the years can be put to rest. Not only is Eqcetera hard to spell, the game itself is no longer ¢Eqcetera¢ as it once was. Which is a good thing! It¢s gotten better. With all of our planned development and new features, it seemed most suitable to rebrand and give Eqcetera the facelift it most badly deserves.

Introducing...

Horse Fable (HoFa) is an immersive story driven horse simulation game set in a mostly undiscovered fantasy world. The land is abundant in opportunity, lore, and nature with plenty of room for vast equine estates and exploration. Chat amongst the locals, explore the lands, and discover secrets that have been hidden by time. 

We discovered early in 2021 that the development updates we had planned for the year were much more than we expected and as usual, we bit off more than we could chew. This meant our grand ideas had become so large and needed much more planning and work than we realized. We decided to not let the magnitude of work stand in our way of what we wanted the final game to look like so we took a step back, had a huge planning weekend, and decided we want to do this right and only do it once. If we have learned anything, it¢s that moving from version to version on a yearly basis is not ideal; we work best on short time scales which basically means plan, develop, and make big changes ASAP.

Before we decided on a rebrand, we had settled into the idea that Eqcetera was going to be the next modern horse sim game based on all the development ideas we had planned. But honestly, that didn¢t seem to suit the vibe Eqcetera has been giving off for the past almost 9 years.  Eqcetera in the old days was a typical horse sim, morphed into a more ¢in depth¢ horse sim, and then moved into a horse sim with a few new ideas and differences from the horse sim norm.

We weren¢t sold on the idea of Eqcetera and truthfully, we didn¢t want to be stuck with its history attached to us.  We know Eqcetera's past has been rocky with drama, changes, and periods of inactivity. The amount of work, tears, and pride we have pumped into Eqcetera the past few years felt almost wrong to brand ourselves as ¢Eqcetera¢ because, well, Eqcetera isn¢t us.

We are a small development team of 2 who have put parts of our lives on hold hoping Eqcetera would take off one day but we were always confined into a box. We knew marketing Eqcetera before it was complete would make it harder to market down the road, and we definitely didn¢t want all of our hard work to have the forever looming feeling that we would be better off if we had just made a different horse sim all together. So, after some deep thought and hard conversations, we decided a rebrand is best.

Horse Fable is an easily marketable game name and it also encompasses what the game, in its final form, will be about: horses and story. We believe the next generation of horse sims focuses on more than breeding, training, and showing horses. They will develop to have immersive and complex story lines, exploration features, visible estates, and player development input that makes them what you, the players, want and much much more. Bedouin and I, Curly, both have grand visions for Horse Fable that we believe will usher in a new generation for horse sim gamers and also cater to the years of requests from current player bases across the web. 

In the background, we have quietly begun creating Horse Fable - both the website and art assets - a couple of months ago. As strange as it may seem, we love a fast development schedule and thrive on it. Which means Horse Fable will be coming to you sooner rather than later!

Our current goals for Horse Fable are:

• Have all the current game play of Eqcetera with new additions such as:

  • Exploration with visible player guided movement.

  • Estate building with drag and drop feature and decor.

  • Lore and storylines driven by NPC interaction.

  • Many many other features. Pssst someone once mentioned towns?

• Ability to expand lore and the world building far into the future.

• Successfully rebrand and market the game to grow playership.

• Complete the game in its entirety so we may begin adding in player feature requests.

• Generate enough revenue to pay both Bedouin and Curly for our time.

What we won't be doing:

• Removing any current progress.

• Making any changes to currency such as EQD or ingots.

• Turning into a fantasy horse game. Sorry unicorn lovers, maybe in the next game. ;)

• Selling the game. 

So, with that giant wall of text and plenty to soak up, you probably have many questions. First, please see the FAQ below for what we anticipate to be your initial questions.

¢ FAQs

1. Does this mean the game has been sold?

No, the dev team is still Bedouin and Curly. We¢re just doing our yearly bout of crazy changes. Something about spring cleaning really makes us crazy huh? ^_^

1. What will happen to the name Eqcetera?

While Eqcetera will no longer be the name of the game, we are giving tribute to it by naming the main town Eqcetera on Horse Fable. We will still keep eqcetera.com which will redirect to horsefable.com in case anyone comes back or forgets about the change.

1. Will there be any updates to Eqcetera between now and HoFa¢s launch? 

No. The only exception is if there are any major exploitable bugs. The reason for this is that we¢ve split the Eqcetera and HoFa code bases so every update to Eqcetera has to happen again on HoFa which is double the work. The only planned updates that will be posted to Eqcetera are art updates which are on the calendar.

1. Will this still be the same game we know?

Yes. At its very core, Horse Fable will be the same as Eqcetera was but with many added new features. Every feature on Eqcetera will carry over to Horse Fable as-is or improved based on previous suggestions. However, new features will be introduced in Horse Fable that aren¢t in Eqcetera to enrich the game experience. To put it most simply, Horse Fable will be Eqcetera but with many, many, new features.

1. Will I need to restart the game?

No. Your horses and progress in Eqcetera¢s current features will carry over. If there is a new feature on HoFa, everyone will start off the same. 

1. Will all my stuff transfer from Eqcetera to Horse Fable?

Yes! All horses, items, eggs/straws, money, ingots, and RP will carry over. Unlike the V3 build where there were multiple database optimizations which required complex translation scripts, Horse Fable¢s database will not be much different from Eqcetera, meaning everything will transfer over very easily. We will likely pause any new auctions and shows happening the days before the transfer so that nothing is interrupted during the long transfer time. Also note from a previous news post, we are removing EXP which will be the only ¢currency¢ that will be leaving us.

1. Will there be any money or ingot changes?

No. There was an ingot change with the V3 build then the economy fix a couple months ago. Everything from Eqcetera to Horse Fable will be the same.

1. Will I need to pay money/ingots for anything new on Horse Fable?

There are no current plans to introduce anything new that requires you to purchase it to play the game as you do now. If this does become part of the plans, we will announce it here so that you are prepared in advance. All upgrades and subscriptions will stay the same. 

1. Will all my horses move over to Horse Fable?

Yes. Even the retired ones!

1. Why Horse Fable? 

It started with a simple need for a name change and grew into so much more. We came across Horse Fable and thought that it fit. We¢re going to heavily embrace a new game world that comes with characters, stories, and explorable lands so we feel the word ¢fable¢ is appropriate in that sense. Having the word ¢horse¢ in the name makes it easy for people to see that it¢s a horse game. 

1. Does the word ¢fable¢ mean it¢s a fantasy game now?

No, there won¢t be fantasy elements like unicorns and pegasi. We are using ¢fable¢ in the sense of stories. 

¢¯¸ HoFa Updates

Horse Fable updates will not be posted to Eqcetera. Instead, they can be accessed through 2 channels: HoFa socials or by signing up for updates on horsefable.com , we suggest both following socials and signing up for emails. Our goal between now and when we launch HoFa is to really concentrate on building the social media channels and increase awareness about HoFa in general. 

We¢re planning email updates biweekly or weekly until launch with sneak peeks into some sparkly new features. 

[ Facebook ]      [Instagram ]     [Twitter]

Sign up for email updates at horsefable.com

This means we will be going dark on the Eqcetera social media and no longer posting.

°® Future Plans & Horse Fable Launch

Now that you know about The Big Thing, we can give you some future dates that we¢re planning. 

Today - Registration for Eqcetera closes.

October 16, 2021 - Eqcetera will become Horse Fable and everything from Eqcetera will move to Horse Fable for current Eqcetera players.

November 6, 2021 - Horse Fable will launch to the public with registration re-opened.

With this announcement, Eqcetera¢s registration has now closed. We are no longer endorsing the game as Eqcetera and therefore do not want any more new players to join under that name. This will help prevent confusion and also allow us to direct people to sign up for updates for Horse Fable.

On October 16, Eqcetera will have a long downtime as we transfer everyone on Eqcetera to the Horse Fable code base. There will be more details as we draw closer to the transfer date. When the game comes up from the downtime, you will access it at horsefable.com, and there will be a message on eqcetera.com reminding everyone to go to Horse Fable. This message will remain for the next 3 months then it will simply redirect to horsefable.com.

During the transition time (Oct 16th - Nov 6th), only Eqcetera players will be able to access horsefable.com. We anticipate very few bugs but if there are any, we want to eliminate them before November 6th.

On November 6th, registration will open for the first time on Horse Fable. At this time, we will consider the game complete and will begin a large marketing campaign. 

°¤ Questions? 

We know this can be confusing and that we might not have covered every single question in this news post. 

We will be hosting a live Q&A on the Eqcetera Discord server on Sunday, August 8th at 7:00 PM EST/ game time. 

To ensure everyone gets the same information, we will only be answering questions during and after this Q&A. 

In the past, we have answered questions before a live Q&A which tends to become confusing and players miss out on information. Please hold all questions and mull over everything you have read and watched for the August 8th Q&A. There are a few questions we may answer prior such as those mentioned above.

We hope you all are as excited as we are for the change! Keep an eye out on Horse Fable social media for updates and sneak peeks!

Cheers,

Bedouin and Curly

The moment has finally come for us to reveal The Big Thing we¢ve been working on since the spring, and we¢re so excited to finally let the cat out of the bag (or horse out of the pasture?)!

Hold on to your horses! We¢re going on an adventure!

[ Video ] [Video Captions]

Over the years, our Eqcetera family has survived multiple versions, endless changes, and a slow progression of building a solid core foundation of a game. We¢re really proud of how far we¢ve come and frankly how much we¢ve learned about game development. As always, we look for ways to take things to the next level, and that¢s what this announcement is about.

¢¨ Eqcetera is the Past

When Bedouin bought Eqcetera back in 2012, there was never a thought of renaming the game. Eqcetera was a cool, punny equestrian-based name that seemed to fit the game at the time. Over the years, especially the past year or so, our vision has evolved into something a bit more complete. After a lot of thought and consideration about the old name, we came to the conclusion that ¢Eqcetera¢ should become a thing of the past - all the past history, misgivings, and preconceptions over the years can be put to rest. Not only is Eqcetera hard to spell, the game itself is no longer ¢Eqcetera¢ as it once was. Which is a good thing! It¢s gotten better. With all of our planned development and new features, it seemed most suitable to rebrand and give Eqcetera the facelift it most badly deserves.

Introducing...

Horse Fable (HoFa) is an immersive story driven horse simulation game set in a mostly undiscovered fantasy world. The land is abundant in opportunity, lore, and nature with plenty of room for vast equine estates and exploration. Chat amongst the locals, explore the lands, and discover secrets that have been hidden by time. 

We discovered early in 2021 that the development updates we had planned for the year were much more than we expected and as usual, we bit off more than we could chew. This meant our grand ideas had become so large and needed much more planning and work than we realized. We decided to not let the magnitude of work stand in our way of what we wanted the final game to look like so we took a step back, had a huge planning weekend, and decided we want to do this right and only do it once. If we have learned anything, it¢s that moving from version to version on a yearly basis is not ideal; we work best on short time scales which basically means plan, develop, and make big changes ASAP.

Before we decided on a rebrand, we had settled into the idea that Eqcetera was going to be the next modern horse sim game based on all the development ideas we had planned. But honestly, that didn¢t seem to suit the vibe Eqcetera has been giving off for the past almost 9 years.  Eqcetera in the old days was a typical horse sim, morphed into a more ¢in depth¢ horse sim, and then moved into a horse sim with a few new ideas and differences from the horse sim norm.

We weren¢t sold on the idea of Eqcetera and truthfully, we didn¢t want to be stuck with its history attached to us.  We know Eqcetera's past has been rocky with drama, changes, and periods of inactivity. The amount of work, tears, and pride we have pumped into Eqcetera the past few years felt almost wrong to brand ourselves as ¢Eqcetera¢ because, well, Eqcetera isn¢t us.

We are a small development team of 2 who have put parts of our lives on hold hoping Eqcetera would take off one day but we were always confined into a box. We knew marketing Eqcetera before it was complete would make it harder to market down the road, and we definitely didn¢t want all of our hard work to have the forever looming feeling that we would be better off if we had just made a different horse sim all together. So, after some deep thought and hard conversations, we decided a rebrand is best.

Horse Fable is an easily marketable game name and it also encompasses what the game, in its final form, will be about: horses and story. We believe the next generation of horse sims focuses on more than breeding, training, and showing horses. They will develop to have immersive and complex story lines, exploration features, visible estates, and player development input that makes them what you, the players, want and much much more. Bedouin and I, Curly, both have grand visions for Horse Fable that we believe will usher in a new generation for horse sim gamers and also cater to the years of requests from current player bases across the web. 

In the background, we have quietly begun creating Horse Fable - both the website and art assets - a couple of months ago. As strange as it may seem, we love a fast development schedule and thrive on it. Which means Horse Fable will be coming to you sooner rather than later!

Our current goals for Horse Fable are:

• Have all the current game play of Eqcetera with new additions such as:

  • Exploration with visible player guided movement.

  • Estate building with drag and drop feature and decor.

  • Lore and storylines driven by NPC interaction.

  • Many many other features. Pssst someone once mentioned towns?

• Ability to expand lore and the world building far into the future.

• Successfully rebrand and market the game to grow playership.

• Complete the game in its entirety so we may begin adding in player feature requests.

• Generate enough revenue to pay both Bedouin and Curly for our time.

What we won't be doing:

• Removing any current progress.

• Making any changes to currency such as EQD or ingots.

• Turning into a fantasy horse game. Sorry unicorn lovers, maybe in the next game. ;)

• Selling the game. 

So, with that giant wall of text and plenty to soak up, you probably have many questions. First, please see the FAQ below for what we anticipate to be your initial questions.

¢ FAQs

1. Does this mean the game has been sold?

No, the dev team is still Bedouin and Curly. We¢re just doing our yearly bout of crazy changes. Something about spring cleaning really makes us crazy huh? ^_^

1. What will happen to the name Eqcetera?

While Eqcetera will no longer be the name of the game, we are giving tribute to it by naming the main town Eqcetera on Horse Fable. We will still keep eqcetera.com which will redirect to horsefable.com in case anyone comes back or forgets about the change.

1. Will there be any updates to Eqcetera between now and HoFa¢s launch? 

No. The only exception is if there are any major exploitable bugs. The reason for this is that we¢ve split the Eqcetera and HoFa code bases so every update to Eqcetera has to happen again on HoFa which is double the work. The only planned updates that will be posted to Eqcetera are art updates which are on the calendar.

1. Will this still be the same game we know?

Yes. At its very core, Horse Fable will be the same as Eqcetera was but with many added new features. Every feature on Eqcetera will carry over to Horse Fable as-is or improved based on previous suggestions. However, new features will be introduced in Horse Fable that aren¢t in Eqcetera to enrich the game experience. To put it most simply, Horse Fable will be Eqcetera but with many, many, new features.

1. Will I need to restart the game?

No. Your horses and progress in Eqcetera¢s current features will carry over. If there is a new feature on HoFa, everyone will start off the same. 

1. Will all my stuff transfer from Eqcetera to Horse Fable?

Yes! All horses, items, eggs/straws, money, ingots, and RP will carry over. Unlike the V3 build where there were multiple database optimizations which required complex translation scripts, Horse Fable¢s database will not be much different from Eqcetera, meaning everything will transfer over very easily. We will likely pause any new auctions and shows happening the days before the transfer so that nothing is interrupted during the long transfer time. Also note from a previous news post, we are removing EXP which will be the only ¢currency¢ that will be leaving us.

1. Will there be any money or ingot changes?

No. There was an ingot change with the V3 build then the economy fix a couple months ago. Everything from Eqcetera to Horse Fable will be the same.

1. Will I need to pay money/ingots for anything new on Horse Fable?

There are no current plans to introduce anything new that requires you to purchase it to play the game as you do now. If this does become part of the plans, we will announce it here so that you are prepared in advance. All upgrades and subscriptions will stay the same. 

1. Will all my horses move over to Horse Fable?

Yes. Even the retired ones!

1. Why Horse Fable? 

It started with a simple need for a name change and grew into so much more. We came across Horse Fable and thought that it fit. We¢re going to heavily embrace a new game world that comes with characters, stories, and explorable lands so we feel the word ¢fable¢ is appropriate in that sense. Having the word ¢horse¢ in the name makes it easy for people to see that it¢s a horse game. 

1. Does the word ¢fable¢ mean it¢s a fantasy game now?

No, there won¢t be fantasy elements like unicorns and pegasi. We are using ¢fable¢ in the sense of stories. 

¢¯¸ HoFa Updates

Horse Fable updates will not be posted to Eqcetera. Instead, they can be accessed through 2 channels: HoFa socials or by signing up for updates on horsefable.com , we suggest both following socials and signing up for emails. Our goal between now and when we launch HoFa is to really concentrate on building the social media channels and increase awareness about HoFa in general. 

We¢re planning email updates biweekly or weekly until launch with sneak peeks into some sparkly new features. 

[ Facebook ]      [Instagram ]     [Twitter]

Sign up for email updates at horsefable.com

This means we will be going dark on the Eqcetera social media and no longer posting.

°® Future Plans & Horse Fable Launch

Now that you know about The Big Thing, we can give you some future dates that we¢re planning. 

Today - Registration for Eqcetera closes.

October 16, 2021 - Eqcetera will become Horse Fable and everything from Eqcetera will move to Horse Fable for current Eqcetera players.

November 6, 2021 - Horse Fable will launch to the public with registration re-opened.

With this announcement, Eqcetera¢s registration has now closed. We are no longer endorsing the game as Eqcetera and therefore do not want any more new players to join under that name. This will help prevent confusion and also allow us to direct people to sign up for updates for Horse Fable.

On October 16, Eqcetera will have a long downtime as we transfer everyone on Eqcetera to the Horse Fable code base. There will be more details as we draw closer to the transfer date. When the game comes up from the downtime, you will access it at horsefable.com, and there will be a message on eqcetera.com reminding everyone to go to Horse Fable. This message will remain for the next 3 months then it will simply redirect to horsefable.com.

During the transition time (Oct 16th - Nov 6th), only Eqcetera players will be able to access horsefable.com. We anticipate very few bugs but if there are any, we want to eliminate them before November 6th.

On November 6th, registration will open for the first time on Horse Fable. At this time, we will consider the game complete and will begin a large marketing campaign. 

°¤ Questions? 

We know this can be confusing and that we might not have covered every single question in this news post. 

We will be hosting a live Q&A on the Eqcetera Discord server on Sunday, August 8th at 7:00 PM EST/ game time. 

To ensure everyone gets the same information, we will only be answering questions during and after this Q&A. 

In the past, we have answered questions before a live Q&A which tends to become confusing and players miss out on information. Please hold all questions and mull over everything you have read and watched for the August 8th Q&A. There are a few questions we may answer prior such as those mentioned above.

We hope you all are as excited as we are for the change! Keep an eye out on Horse Fable social media for updates and sneak peeks!

Cheers,

Bedouin and Curly