Disney has begun the process of shifting Toontown, its kids-aimed virtual world, away from being primarily a subscription-based business towards an ad-supported model. Toontown, a “massively multiplayer online game” which the company launched back in 2003, has traditionally required users to pay a subscription fee of $9.95 a month following a free trial period. The timing also comes as Nickelodeon’s free, kid-targeted virtual world Nicktropolis prepares to begin accepting ads. Other MMOG sites for children, like subscription-based ClubPenguin, also are growing in popularity. 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. And, coming next year, Cartoon Network plans to introduce its own MMOG. http://www.mediaweek.com/mw/news/interactive/article_display.jsp?vnu_content_id=1003608375
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