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23 Aug

Branded Virtual Goods – The (Virtually) Definitive List

KZero Clients, Virtual Goods, Virtual Research

We’ve updated our popular presentation, Branded Virtual Goods – The (Virtually) Definitive List. This presentation shows screen-shots of branded virtual goods and branded virtual experiences taken from MMOs, social games and virtual worlds. A high-res version is available by requesting it here.

Just in case you were wondering, there’s now over 150 brands!

Branded Virtual Goods, The (Virtually) Definitive List
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KZero services:

Strategy

Business Planning

Marketing/Media

Product Development

 

18 Aug

Age Profiles: All worlds

Kids/Tween Worlds, KZero Clients, Teenage+ Worlds

This is the final post in our series looking at age profiles of popular virtual worlds. Here’s the full presentation:

VW age profiles 2011
View more presentations from KZero Worldswide

 

Shown below is the summary chart containing all worlds in the analysis.

Post one looked at Bin Weevils and Moshi Monsters, post two featured Chimpoo, Stardoll and Poptropica and this chart now pulls in age profiles from Habbo and SmallWorlds.

For SmallWorlds the chart shows a fifth of the user base aged 13 then a flattening out at the 7% – 9% level from 15 t0 18.

Interestingly, Habbo shows nearly an exact opposite trend.

In the last post the topic of play profiles and visual appearance was highlighted as a key factor that determined the ages of users attracted to worlds. Shown below are the avatars of the worlds featured.

 

KZero services:

Strategy

Business Planning

Marketing/Media

Product Development

18 Aug

Age profiles: Chimpoo, Poptropica and Stardoll

Kids/Tween Worlds, KZero Clients, Teenage+ Worlds, User Analysis, Virtual Research

This is the second post in this series looking at age profiles of popular virtual worlds (the full report is the next post). This post looks at two of the largest worlds, Poptropica and Stardoll, along with an ‘up and comer’ in the form of Chimpoo.

Stardoll has over 116m registered accounts with a user base pretty well distributed between North America and Europe. Poptropica has over 170m registered accounts and is strongest in the US. Chimpoo has 4m registered accounts with a user base largely from India. Here are the age profiles for these three worlds.

This chart highlights the impact that different play patterns and user experiences have on the ages of users inside virtual worlds.

For example, Stardoll is primarily dress-up, with users (predominantly females) customising their avatars with clothing. This is an evergreen play pattern, appealing to tweens just as much as teens.

As this post from 2008 shows, Stardoll even resonates with the Mothers of users, with over 60% playing Stardoll alongside their children and of this group, another 60% visit Stardoll without their children. Continue reading →

16 Aug

Age profiles: Moshi Monsters vs Bin Weevils

Kids/Tween Worlds, KZero Clients, User Analysis, Virtual Research

We’re a few days away from releasing our latest report on user age profiles in the Kids, Tweens and Teens virtual worlds market. So, in the meantime, here’s a look at two UK-based worlds gaining significant traction – Moshi Monsters and Bin Weevils.

Our age profile analysis visualises the ages of registered users in a simple to understand chart. First up – Moshi Monsters. The chart below compares 2011 data.

The sweetspot user age is 11 to 12, showing a one year increase from last year, indicating that Moshi is doing a great job with user retention – not surprising given the amount of brand-driven marketing they’ve been doing.

The profile has also widened slightly from last year into younger ages. As this brand continues to grow, the virtual world element becomes part of a larger brand framework and therefore kids are interacting with Moshi via multiple touch-points.

This ‘widening’ might also be as a result of increased efforts in the US. Year on year, the US element of their userbase has proportionately grown against the UK. The chart below shows the top eight countries for Moshi Monsters. Continue reading →

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