By the middle of last year, it was attracting half a million unique visitors monthly; fast forward to last month, and that number is two million. It’s not a traditional MMO like World of Warcraft; it’s not a social game like There; it doesn’t originate from […]

By the middle of last year, it was attracting half a million unique visitors monthly; fast forward to last month, and that number is two million. It’s not a traditional MMO like World of Warcraft; it’s not a social game like There; it doesn’t originate from Europe like Habbo Hotel or from Asia like Cyworld. You haven’t heard of it partly because the San Jose company has kept a low profile.

Another reason you’re still likely in the dark: it’s primarily designed for teens. But with online worlds all sizes and styles poised for an explosion, you’ll almost certainly hear a lot more about it soon.

It’s called Gaia Online, and as a guy on a giant crane behind us tore down the giant Web 2.0 conference banner in Moscone West, I had a chance to sit down with CEO Craig Sherman— formerly COO with Myfamily.com, and an Entrepreneur-in-Residence with Benchmark Capital, a main funder of Gaia— for a furious round of questioning. How did Gaia grow so large so quickly so stealthily?

“The world’s fastest growing online world hangout for teens.”

That’s the way Sherman and his team prefer to characterize Gaia, the brainchild of Studio XD, a comic art firm which gave the site its anime-influenced look. Gaia’s online world aspect (which launches in a separate Java-powered window) is a series of virtual towns where Gaian avatars can socialize (up to 100 in a single space), with apartments they can own, and treasures they can find. (No combat, however.) It’s just that 10% of total user activity takes place in the world itself.

Gaia’s Many Experience Channels

The world is just a conduit to the larger activity on Gaia, says Sherman: in addition, there are website arenas where users can upload and rate each other’s artwork and other content (7-10% total activity), or play multiplayer Flash mini-games with group chat (10-15% total activity.) The largest cohort of activity (wholly 30%) takes place in the Gaia forums, and here’s where the truly staggering numbers come in: Averaging a million posts a day and a billion posts so far, Gaia’s message boards (with topics running the gamut from pop culture to politics) is second only to Yahoo in popularity.

Gold for Activity

A unique innovation is the way the company distributes its virtual gold currency: instead of selling it for real money (as with There) or allowing its trade on the open market (as with Second Life), Gaians are automatically given gold for participation: You get gold for posting on the Forums, for riding events, for uploading content, for exploring the world. Subscribers are rewarded for engaging in Gaia, in other words— and the reward incents them to engage in Gaia even more.

Gold for Auction

With the gold, Gaia subscribers can buy items, clothing, and accessories for their avatars, some sold by the company, but most of it sold via Gaian-to-Gaian auction. (They estimate some 52,000 auctions are completed every day.)

What pays in Gaia, however, stays in Gaia: the company strongly discourages real money trading, and works with Ebay to curtail it. That’s not to say Gaian treasures haven’t been sold online. “One item sold for $6000,” says Sherman. “Wonderful to tell you, but bad for what we’re trying to accomplish.”

Gold— for Gaia Interactive, Inc.

Instead of monthly subscriptions, Gaia Online sells “rare items”— treasures, fantastically cool fashion accessories for player avatars, and so on— two offered a month for $2.50 each. Subscribers buy them via credit card, Pay Pay, cellphone—or cash on the barrel. (“We employ someone full time whose job is getting dollars and quarters” out of envelopes kids send them, Sherman notes.)

… but first, a world for our sponsors

The company’s other revenue source are ad campaigns created to run within the world of Gaia. Before launching these, Sherman says, they solicited subscriber feedback, to find out which potential advertisers they wanted to see in the world— and which they didn’t. (Cool fashion brands got the majority nod; big American auto companies, however, didn’t.)

Staffers work with advertisers to create, not passive billboards, but an extended immersive experience. Gaia’s campaign for New Line Cinema’s fantasy adventure The Last Mimzy, for example, challenged their users to accomplish a series of tasks in order to get their own special Gaian-only Mimzy (a super-intelligent bunny). Hundreds of thousands of these Mimzyies were given out—meaning some 10-20% of their total user base jumped through the hoops to win the advertiser’s prize. (By contrast, when Nissan began giving away virtual versions of their cars in Second Life, far less than 1% of Residents took them up on the offer.)

The Secret to Gaia’s Success

Craig Sherman has been thinking what the value-proposition of his site in the era of MySpace or Facebook. “In a world where teens are constantly branding and packaging themselves” on sites like those, he points out, “Gaia is where you get away from it all.”

Whether that remains the case when the competition reaches full roil remains to be seen, but for now, the Gaia seems destined to keep growing.

The Gaia Numbers: Demographics and Usage Patterns as of April 2007

300,000 log in daily, according to the company; average unique visit is two hours a day.

Average concurrency: 64,000 users. Maximum: 86,738.

85% of users are based in the US

10% are English-speaking but non-US (with 5% a nebulous Other)

Breakdown by gender: 55% Girls – 45% Boys

About 20% of subscribers put up their real life photo in their avatar profile.

Number of Gaia gold “millionaires”, as of last week: 1385

Images courtesy Gaia Online.

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  1. i just tried it. considering it’s about as lame as myspace (on every level), and absolutely not innovative (just like myspace), it will likely get massively financed, and sold a major media conglomerate for a billion dollars.

    1. Aaron Daniel Donaldson sheasie Monday, July 20, 2009

      I’ve been a member of Gaiaonline since summer of 2004 — And I’m still enjoying today as a 19 year old.

    2. if you can ignore the trolls and the kiddies trying to cyber, it’s a pretty cool site. been on it since I was in highschool and 5 years later I’ve come back. good place to ask for advice anon and collect custom art. clicking around for 20 minutes for enough gold to buy a professional drawing of my own original character done by someone i’ve never met? bad ass :)

  2. Gaia is a fascinating story but its just one of at least 6 casual immersive worlds that have more than 2m UU/mth in the US. All of them are aimed at kids. If you’re interested, I’ve listed the six I know of and broken them down at the Lightspeed Blog. Click on my name in this comment to read it.

  3. Gaia’s been around for ages. I’m particularly impressed with their phpBB powered forum (modified of course).

  4. Interesting writeup. I’ve always wondered why Gaia goes unnoticed, and why aren’t more people innovating on the whole text based RPG area of the web- its a huge one.

    While we’re on the subject of online communities, GigaOM should do a piece covering 4chan & /b/.

  5. I rather like this article, even though the forum participation is downplayed a lot. That’s actually the major part of the site – the games etc. are really just fodder. Fun fodder, I admit, but the forums and avatars are the main parts of the site. You really can’t make a comparison to MySpace, as they are two very different types of sites. Wait.. I meant to say ‘COMPLETELY different’.

    I’m really happy about the new Gaia Cinemas, though! The PSAs from the 50’s are hilarious!

    But I digress… the speed at which Gaia is growing really is phenomenal, and the community itself is a lot of fun.

  6. As a longtime member of Gaia and general web geek, it’s really interesting to see Craig’s view on it (since he doesn’t seem to want to come chat with us in the forums :( ). I agree with Mimi that the forum aspect is being downplayed a lot here, since it is what the site was originally based on and is still the main part for most members.

    I’m also a little sad to see the way it’s been solidly branded by the CEO as a hangout for kids – originally Gaia was populated by mainly role players and artists, probably acquaintances of the original team of creators from other popular forums at the time, and the average age was quite a bit higher than it is now.

    I suppose it’s to be expected in a website based around very cute avatars, especially with anime becoming more popular amongst kids these days, but I hope Gaia doesn’t get to a point where it’s marketing and producing features solely for a much younger audience.

  7. Vergessen Held Sunday, April 29, 2007

    Unfortunately, with popularity comes a great deal of frustration. I joined back in October of 2003 and enjoyed the Chatterbox and General Discussion areas of the site. Now, however, you’ve got a whole lot more children who act too immature to hold a discussion.

    As for the person who says it’s as lame as MySpace, I can only be irritated with a remark like that. MySpace has become a site where you whore out your identity and make as many e-friends as possible to get publicity whereas Gaia Online is about discussion amongst its members. There ARE people out there that treat it like MySpace, but that’s a minority. Try actually participating in the community before you make your judgment, which is something you clearly didn’t.

  8. Can anyone advise on what would the initial development costs for a RPG of this sort …..even if we were to consider more economical options like incorporating freeware and outsourcing as options ……

  9. For a customizable avatar based forum system, not much other than your time – there’s an open source phpBB mod called Nulavatar or something like that that sets it up fairly easily. I’ve seen quite a few of these spring up and die fairly quickly, and a few that seem to have a bit of staying power. Nothing that appears to have a userbase anywhere near that of Gaia’s though.

  10. Christian Perry Wednesday, May 2, 2007

    I saw Craig speak about Gaia on a panel at the Web 2.0 Expo in April. Apparently, this marked the first time that Gaia had spoken out about their site at an industry event.

    While I haven’t had the time to sign up and take a look first-hand, I’m mightily impressed by all the stats and figures that Gaia has posted so far. The sense of community that they’ve cultivated reminds me of the early days of AOL and MUDs, when role-players like myself had a vast text-based community of friends to connect with and adventures to hold.

    The popularity of Gaia goes to show, in my view, that text is a long way from dead.

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