Some Monsters are for Nurturing, some are for Fighting

Leading UK virtual world Moshi Monsters is getting a lot of the limelight at present with various brand extension strategies such as toys, tv and music. Hot on their heels are Bin Weevils, going from strength to strength from a user acquisition perspective. Now there’s a new contender in the mix, or rather a Monster – Fight My Monster.

Whereas Moshi Monsters leverages a core play mechanic of Nurturing (definition:Interested in looking after their avatar and pet if applicable. Likely to be younger boys and girls, plus older girls), Fight My Monster focusses on pvp battles adopting a trading card style mechanic. Of course, like most other worlds and online games in this demographic there’s also a raft of mini-games.

Fight My Monsters is growing relatively quickly, up to 300k users since their launch in Jan 2011 (91% from the UK). The chart below shows registered account growth (summer holidays are always good for acquiring users in the KT space).

Average session lengths are also on the rise, indicating a strengthening user engagement relationship.

Lastly, here’s a look at their user base age profile (profiles for other worlds can be seen here), compared against Moshi Monsters and Bin Weevils.

Fight My Monsters is close to Bin Weevils than Moshi Monsters, skewing towards eight, nine and tens. The high proportion of boys (84%) is a major contributing factor here as girls prefer nurturing mechanics to fighting. Once boys get to around 11 years old they are an extremely difficult segment to attract into virtual worlds and games.

This is one to watch.

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