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How To Encourage Participation And Player Loyalty In Virtual Worlds

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Executive Summary

Virtual Worlds (VW), online environments and Massively Multiplayer Online Games (MMOGs), have never been so popular among children. According to VW Management, these worlds, aimed at 18's and under, can be broken down as follows: 107 worlds are aiming for at least part of their main audience to fall in the under-7 range; 'Tweens' lead the next bracket with 90 offerings; and 'Teens' are still a relatively open space with only 78 worlds targeting them. The proportion of under 7's has risen markedly against tweens in the months following Virtual World's Management's last analysis in August 2008.

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