There is provided an information processing apparatus including an attribute management unit configured to manage a variable attribute value associated with each one or more characters existing in a real space, a detection unit configured to detect an interaction event between a first character and a real object by using an image captured by a camera that captures the real space, and a setting unit configured to set a rule for changing the attribute value of the first character depending on the interaction event. In a case where the detection unit has detected the interaction event, the attribute management unit changes the attribute value of the first character in accordance with the rule set by the setting unit.