New Report on Virtual Worlds Lists 7 Must-Have Features for Kids

Of the 35 million online kids in the US, one in four spend significant time in virtual worlds. A new report from interFUEL draws from the hands-on experience of this interactive agency which has created virtual worlds and online content for Shining Stars, Nickelodeon, MTV and Sesame Street. Interactive agency interFUEL has released a special report that describes seven features any virtual world must have to attract kids, tweens, and teens. Today's kids are growing up with virtual worlds, where visitors control an on-screen avatar to interact with others, chatting, creating, or shopping at will. Companies like Disney, Lego, and Mattel --- as well as unknown startups --- are pouring millions of dollars into these online worlds. These worlds promise to draw big crowds and extend brand loyalty. And kids love them. In fact, about 1 in 4 of about 35 million online kids in the US go to virtual worlds often. This number is expected to climb to 1 in 3 in 2008, and 1 in 2 by 2011, according to a recent report from research firm eMarketer. Google says two of the fastest-rising search terms for 2007 were for the online worlds Webkinz and Club Penguin. All this points to what the New York Times recently called "a virtual gold rush." But any company trying to reach a younger audience through this new type of social network faces many pitfalls. A poor user experience can actually damage a brand if it bores its visitors. The new report from interFUEL draws from the hands-on experience of this interactive agency which has created virtual worlds and online content for Shining Stars, Nickelodeon, MTV and Sesame Street. It pinpoints seven must-have features for a virtual world that will truly engage kids, tweens, and teens:
1. Mom's approval, since the ultimate decision to admit a child rests with parents.
2. Safety, under the law, and in the eyes of parents and children.
3. Fun, fun, fun!
4. Fresh content, so that visiting the world becomes part of a child's routine.
5. Ways to connect and socialize with other kids.
6. A feeling of control over the child's appearance, personal space, and resources.
7. Means to encourage self-expression.