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The reliance on advertising revenue also seems to limit what the games can do in terms of the quality of graphics, richness of soundscapes, complexity of gameplay, etc. The fact that Toontown successfully operated under a subscription-model for four years would seem to contradict this assumption, as does the past success of things like Pokemon cards and other collectibles, which require a comparable ongoing financial investment that kids are nonetheless often able to sustain. The argument might be made, of course, that kids' MMOGs are ad-supported because of parental, cultural or financial barriers in implementing a subscription model when it comes to youngsters. And while advergaming and in-game ads are slowly creeping into even the most popular and fantastical teen/adult-MMOGs, these practices are already common and excessive in kids' MMOG. For example, I highly doubt that LOTRO has a room in Minas Tirith where players are encouraged to watch trailers or clips from the films (and please let me know if they do!).the way they do for Nickelodeon television shows in Nicktropolis. But in kids' MMOGs, the practice seems to have been reinterpreted in a way that emphasizes the marketing dimension of cross-media adaptation instead of sublimating it. Okay, so licensing is a pretty popular practice in digital games generally, and many teen/adult-targeted MMOGs contained themes and characters taken from other media- Lord of the Rings Online and Star Wars Galaxies inevitably spring to mind, though game scholars have emphasized how liberally even unlicensed games borrow from established properties ( Lord of the Rings and Dungeons and Dragons in particular) and genres. So far, with the exceptions of Club Penguin (which appears to be more like a social-networking sites than an MMOG anyway), all of the kid-targeted MMOGs are heavily branded by the toy or media companies that created them. Kid-targeted MMOGs are highly promotional in nature The vast majority, however, contain certain limitations and common features that set them in a category apart when it comes to theorizing and thinking about massively multiplayer online games and all that they entail. Over time, and particularly with the newer games, kids' MMOGs are finally starting to incorporate features found in more traditionally-defined MMOGs, like World of Warcraft and EverQuest. I've been studying these early versions of kid-targeted "MMOGs" for a couple of years now, starting with Toontown, Neopets and Habbo Hotel in 2003, and more recently adding newcomers, TheBigRip/GalaXseeds, Foster's Big Fat Awesome House Party and Nicktropolis to my research schedule (I'll get around to Club Penguin and Webkinz eventually.I'm doing television-themed games first, then toy-based games). Reportedly, Disney will also be using this same ad/subscription hybrid model for its much-delayed Pirates of the Caribbean Online. And, coming next year, Cartoon Network plans to introduce its own MMOG. Since its January launch, no-charge Nicktropolis has grown to 1.4 million unique users as of May, according to comScore, besting Toontown’s 1.165 million users. Other MMOG sites for children, like subscription-based ClubPenguin, also are growing in popularity. But the timing also comes as Nickelodeon’s free, kid-targeted virtual world Nicktropolis prepares to begin accepting ads.
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Paul Yanover, EVP and managing director for Disney Online, said that the change is driven by a desire to increase the amount of users.
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While an unlimited version will still be available at the regular subscription rate, the ad-based area will be free and feature many of the same games and activities.
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You can read some of the coverage at Virtual World News, Mediaweek, or. There's also been a bit of news lately about Disney's Toontown MMOG for kids, and its upcoming beta launch of a limited, ad-supported (versus $9.95/month subscription) version of the popular game. My fingers are crossed that we'll get some good coverage, since the game launch is still a year away and I'm endlessly curious about what kind of game it will be. Some of the game's creators will be on hand to answer questions and talk about status/development, and a beta version will be available for demo play. Yesterday's KidScreen Daily reported an announcement by Cartoon Network that it would be unveiling its upcoming MMOG Cartoon Network Universe: Fusion Fall at Comic-Con today (**Update: read Izzy Neis' post about it here**).