EDGE Magazine: How children are transforming gaming
EDGE Magazine has just published a great article about ‘How children are transforming gaming‘. The piece contains references to how kids are being drawn to digital brands as opposed to those originating on TV and includes companies such as Rovio, Stardoll, Dubit and Fight My Monster. Dylan Collins from Fight My Monster is quoted as saying:
“The next Disney is going to be a company that can produce really amazing content, but also one that can develop tools for kids to create their own. At some point in the near future, you’re going to see the first 15-year-old millionaire being created – [teenagers] now have the tools and frameworks to create their own games, apps and movies.”
KZero gets a good mention as well:
Meanwhile, Nic Mitham, CEO of KZero, believes that “the majority of new massmarket kids IPs will begin life as games, then port over to other media channels”.
The size and influence of kids’ gaming raises the question of why major social publishers seemingly haven’t embraced the trend yet. “Social game companies do not have direct access to the kids market [because], primarily, Facebook can’t reach these younger gamers,” says Mitham. “Social gaming companies are heavily reliant on leveraging the Facebook social graph and exploiting push mechanics, email, messaging, etcetera. [The kids market requires] a totally different mindset, and requires much more agile marketing and user profiling.”
Mechatars launches to link off and online play
Following the trend to link toys and virtual worlds together, here’s a new example of exactly that called Mechatars.
Created by a company called ILoveRobots, spun out of Carnegie Mellon University’s Robotics Institute, Mechatars is a toy line consisting of three different robots (Alpha, Wrexx and Kodar). The price point is $39.99. And, clearly the company is keen to promote the different ‘attitudes’ of each toy because they even have their own twitter accounts.
Accompanying the physical toy range is a virtual world called the Mechaverse. Progression through levelling within the virtual world opens up and enables additional features from the real world toy. CEO Martin Hitch states:
“We’re the first company that has successfully connected physical products with virtual environments,” he said. “We’re the first company that has been able to make our product evolve over time.”
Our latest report – The Golden Triangle, explains the opportunties available for toys and virtual worlds. Here’s an extract from the report highlighting the strategies.
Kids virtual worlds gatecrash the BAFTA awards
The British Academy of Film and Television Arts (BAFTA) nominees have just been announced. Looking through the Children’s Awards Nominees highlights both the growing popularity of virtual worlds as well as the emerging trend to tie film and TV properties into them.
In the Comedy category, Horrible Histories is nominated, which also has a virtual world.
In the Interactive category Mindy Candy are short-listed for Moshi Monsters.
There’s also a special Kid’s Vote BAFTA award.
Within this award section Cars 2, Harry Potter, Kung Fu Panda and Transformers feature in the Film category. Cars has an accompanying world called World of Cars and there’s a Transformers Universe MMO in the works being developed by Jagex.
The British Academy Children’s Awards will take place on Sunday 27 November. Let the voting battles commence!
Golden Triangle Slideshare presentation
Our latest report, The Golden Triangle is now available on Slideshare.
This report explains and positions the opportunities available to IP owners in the toys/games and tv/movie sectors with respect to virtual world integration. The full high-res report can be ordered here
New KZero report: Toys, Media and Virtual Worlds – Creating the Golden Triangle
We’ve just released our latest report called ‘Toys, Media and Virtual Worlds – Creating the Golden Triangle’.
The report, in presentation format, aims to provide professionals in the toys, games, TV and movie sectors with guidance and insight into the key opportunities and strategies available in the virtual worlds sector.
Importantly, it also recommends how to align all three elements into a cohesive community building and revenue generating platform.
Areas covered include branded virtual goods inclusion, community and awareness building, research and development, character development and many others.
Also included in the report are examples of projects deployed to date. The free report can be requested here.