{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Children's TV network Nickelodeon is to increase its investment in online games for kids - what is fast becoming a valuable market online.

The firm says it will invest $100m (£49m) over the next two years in improving and adding to its current online offering, including new subscription services, multiplayer games and virtual worlds.

New offerings will include myNoggin, a subscription educational service for pre-school kids; Nick Gaming Club, a multiplayer subscription service; while the existing Neopets site will be relaunched as Neostudios, with the focus on online virtual worlds.

Virtual worlds are fast becoming the favourite web destinations for school-age children. Two of the largest such sites, Webkinz and Club Penguin have both seen their audiences grow rapidly.

The number of US visitors to Webkinz has grown by 13 times in the last 12 months, while visits to Club Penguin's visits tripled in the same period, according to comScore. Both had around 4m US monthly visitors in May.

In the UK, Club Penguin is the more popular of the two. Hitwise stats show that, in the last week of June, Club Penguin was the third most popular site in the Children's category, behind CBBC and CBeeebies.

The site was also third in the Games category, behind RuneScape and Miniclip, another children's games site which provides Club Penguin with 36% of its traffic.

The idea behind Club Penguin is very clever - it provides a safe way for children to get into social networking, as messages between users are carefully monitored by the site.

On Club Penguin, children each have a penguin avatar, and play games on the site to earn points. It's free to use, but the added benefits of the $5.99 per month subscription will force many kids to pester their parents to subscribe.

Club Penguin was recently valued at around $500m in acquisition talks with Sony.

With the growing popularity of such sites, more companies are expected to launch their own versions, while marketing opportunities will follow. Not in the case of Club Penguin though, as the site doesn't allow any form of advertising.

Graham Charlton

Published 19 July, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (2)

Avatar-blank-50x50

Webkinz Fan

I only just discovered webkinz and am an absolute fan
I think it is great that as our world is evolving, toys are available to help our kids evolve with it

over 8 years ago

Avatar-blank-50x50

Kid Games

I love nick

almost 7 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.