Zwinky Joins the Virtual World-for-Kids Gold Rush

Wagner James Au, Monday, April 30, 2007 at 1:34 AM PT Comments (51)

Zwinky.comIf you have a young niece or daughter, you’ve almost certainly seen her puttering with Zwinky, the pop-eyed cartoon avatar-based social network– sort of a cutesy MySpace for kids, run from a browser toolbar interface. Techcrunch just reported that InteractiveCorp, the company behind Zwinky, will launch a virtual world tie-in. Transitioning from toolbar to interactive world is an obvious technology leap; it’s also a savvy and unsurprising business move. Considering the impressive growth rate of Gaia Online, Club Penguin, Webkinz, and many others, virtual worlds for kids are exploding. The real surprise is how long it’s taken the tech and game industry to recognize how big this space has grown. (In March, Zwinky had 4.7 million unique visitors; Gaia Online, 2 million.)

At present, they’re actually the only reliably expanding niche in online worlds. After all, World of Warcraft remains the uncontested traditional fantasy MMORPG, dominating all its competitors (except in Asia), while Second Life remains unchallenged in the user-created 3D world sub-genre (though a number of rivals are coming soon.)

How did they become so popular?

Short answer: By being fast, cheap, and totally in control. Almost invariably, online worlds for kids are web-based Java apps, and don’t require a large client download (like Second Life and There), and are free, eschewing monthly subscriber fees (as with Warcraft) preferring advertising, virtual item purchases, and other alternate revenue models. More crucial to parents (as today’s WSJ reports), they’re tightly regulated safe zones for kids. (In Club Penguin, the Journal notes, “Penguins… [have] two chat modes: ultimate safe chat, which is limited to a predefined menu of greetings, and standard safe chat, in which all messages are subject to filters that screen for inappropriate language and personal information like phone numbers.”) Nothing worse than a foul-mouthed penguin.

Image courtesy Zwinky.com.

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51 comments so far

April 30th, 2007
3:45 AM PT

There are already successful browser based games worlds for post-teens (e.g. Runescape) and over the next year you’ll see several more.

In addition, there are a few companies working on platforms for web hosted spaces so we’ll see a lot of projects working up the stack on non-game applications like shared workspaces and media sharing. There’s my company, Transmutable, and Media Machines and Pelican Crossing are also coming along.

April 30th, 2007
6:03 AM PT

Congratulations to all of these companies. I don’t get the attraction but obviously the traffic data tells the story.

April 30th, 2007
6:31 AM PT
nabeel hyatt said:

Quick, minor, correction — you say that almost “invariably, online worlds for kids are web-based Java apps”

With very few exceptions (Runescape) these worlds are actually either Flash (Club Penguin) or Shockwave (Habbo-how could you leave out Habbo? :)

I obviously agree with the point you are making, that these worlds run in-browser and do not require the downloads of SL or WoW.

April 30th, 2007
2:42 PM PT

Could catch, I should have just said “web-based apps”.

April 30th, 2007
10:09 PM PT
jeremy liew said:

I posted on this topic last week based on Comscore data - there are a couple of additional sites worth noting not mentioned above, notable postopia and millsville, owned by Post Cereals and General Mills respectively. Postopia is more of a casual gaming site with over 2m UU/mth but Millsville is a full casual immersive world and have over 4m UU/mth. Click on my name in this comment to read the full post

May 7th, 2007
12:17 PM PT
katie said:

I agree why you think she is so popular.

May 10th, 2007
5:22 PM PT
Angel said:

I love zwinky it is a really fun game.

May 18th, 2007
4:06 PM PT
dog said:

is the Zwinky site safe to use?

June 16th, 2007
4:57 AM PT
maia said:

Can I play on zwinky.

July 12th, 2007
6:56 PM PT
brittney said:

Ican’t get in zwinky games

July 18th, 2007
3:28 AM PT
zwinky said:

It’s pretty amazing how many people hang out on there. When I first got on it had me hooked for about 4 hours straight.

September 9th, 2007
8:54 AM PT
ayad said:

hey i wanna know how to got a room on zwinky & i wanna know more chat like zwinky SOS

October 20th, 2007
12:47 PM PT

i want play my games on zwinky but it dont play plz help me

November 6th, 2007
12:51 PM PT
Amber said:

Why cant I join Zwiky?

November 28th, 2007
2:44 PM PT
ana said:

can i play zwinky. can i editmy profile

December 1st, 2007
7:13 PM PT
christen said:

i don’t now how to actually play it only comes up how to become a member

December 1st, 2007
7:14 PM PT
christen said:

can you help me

December 1st, 2007
7:17 PM PT
cammron said:

help me i don’t now how to get into zwinky world can you tell me

December 20th, 2007
9:51 AM PT
casey said:

Zwinky sounds like twinky(lol)

December 25th, 2007
4:15 PM PT
chloe said:

its not fair little kids cant play

December 29th, 2007
4:19 AM PT
aish said:

it is nice game i have ever played

December 29th, 2007
8:10 PM PT
t333dy said:

how can my zwinky work?

December 29th, 2007
8:11 PM PT
t333dy said:

how can i chat with friends?

December 30th, 2007
5:03 PM PT
Anonymous said:

Zwinky world is so cool, it is even better than avatar cause u can move places and avatar can’t.

December 31st, 2007
8:38 AM PT
Evie lawrence said:

i really love zwinkys but i have a problem installing and registering helllllllllp!!!

January 1st, 2008
1:10 PM PT
Zwinky Baby said:

people zwinky is the best!!

January 5th, 2008
5:31 PM PT
ccoolmack said:

this is so asome to be toking to peopl a round the welb one time i ment a poreo from aisa.

January 9th, 2008
12:40 PM PT
bloomsy said:

people!!! i luv zwinky its so kewl except the people are trying to steal my acc!!!

January 11th, 2008
1:25 PM PT

hey zwinky e-mail me some time i like your games they r awsome.
put some more new games……..????????????????????????????? lol

January 11th, 2008
6:22 PM PT

hey zwinky u r the best gilr in me??????????????????
how can i chat wiht friends and u ????????????????????????????????
i was wondering if i could play because i ami only–?

un till how many years can I star playing??????????

un till 12???????????????????????????????????????????jajajajaja

please tak back? lol

and some times i put zwinky games.com hheellppppppppppppp?????????????????//
and is your site safa to use???????????

January 12th, 2008
5:45 AM PT

heyyyyyyyyyy!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
help me i cant get to play ur games any more!!!!!!!!!!!!!!!!!!lol
jajajajajajajajajaja
lolololololololololo
i beg uuuuuuuuuuuuuuuuuuuu please

January 12th, 2008
5:48 AM PT

why did uuuuu put thoose dolls on my page!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1lollo

sssssssssssssseeeeeeeeeeeeeeeee yyyyyyyyyyyyyyaaaaaaaaaaaaaaaaaaaa jajajajajajajajja

January 12th, 2008
5:51 AM PT

sorry for e-mailing u everybody doesn’t e-mial u anymore is it cause of meeeeeeeeeeeeeeeeeeee!!!!!!!!lol

i am not e-mailing u for along time. lol :)

January 12th, 2008
5:56 AM PT

bye

January 12th, 2008
3:19 PM PT
emilia said:

you are really pretty very pretty ok so wen sombody tell you are ugly dont wory abot them ok girl.

January 13th, 2008
2:01 PM PT
Jalaysia said:

i will kill a gurl for lil wayne try me up this 2008 not 2007 so try me up i will pop u off but zwinky is oKAY

January 17th, 2008
10:36 AM PT
tiff said:

when i go to download Zwinky there is no yellow bar, what do i do?!!!

March 7th, 2008
12:29 PM PT
marleisha said:

heyyyyyyyyyyyyyyy it funny everyb0dy i love so soulja bpy sweetheart

March 19th, 2008
7:07 PM PT
becca said:

i love zwinky!!!!!!!!!!!!!except i need to learn how tob a animal.email it to me plz!!!!

March 23rd, 2008
5:04 PM PT
marleisha said:

heya suppa heya bitch fucking with zwinky i had

March 28th, 2008
8:50 AM PT
mikemess16 said:

whyyy does becca like zwinky?!!!!
imean icand walk around just like millsberry
so stop meswsin with the damn thing

March 28th, 2008
8:53 AM PT
mikemess16 said:

no efenz becca=]]

March 28th, 2008
8:55 AM PT
mikemess16 said:

i noa its hard
gut like myspace
so somewon riyt bak

April 29th, 2008
4:17 PM PT
oll'lkok;k'k'k' said:

does it cost mula?(money)

May 4th, 2008
10:10 AM PT
Madelyn said:

I would love it if u could let smaller kids on it. i’m 9 going on 10 may 18th but i want to get on zwinky it’s on every website and i’d like to do it a lot. but i’m not aloud to install anything on my computer could u help me with that I WANT TO GET IN please

May 10th, 2008
4:04 AM PT
makungu said:

yes medelyn is right do we have to wait until 18 so we can have the fun some of us will lie if you do not let smaller kids to have the fun because most of the things are done by 18 year olds but they don’t even have the time to sit and access on your website but we kids do okayy.we want to have fun.

May 18th, 2008
3:09 PM PT
jasmine said:

to bad the yellow bar want show up on mi computer but i guess its from all the downloaded things on mi computer because i have a webkinz and a club penguin lucky me mi mom gotr me a new computer what have the yellow bar to download zwinky and now i got a zwinky a webkinz and a club penguin if want to see my webkinz username is poodles314 mi zwinky user name jasminefinley and clubpenguin mi user name is orangebanana but, i think if some computers dont have the yellow bar to download zwinky they should have another web site to download zwinky and you dont have to use the yellow bar… well…………. thatz mi idea but some of you guys idea r good to but this is a better choice to go with mi idea and just have another web site when you dont have to use the yellow bar ok …………………………and if you agree to mi idea i will like to know your name and you can email me saying why you think im rite if need email it is jazzyfyre@yahoo.com please and thanxx have a a great and blessing day>!:)ba bye also can reach me at zwink and send me a znote saying why u think im rite if need zwinky user it is jasminefinley bye to all the people whos have a wonderful and blessing day bye

:)

May 27th, 2008
9:26 AM PT
aine said:

wen the yellOw bar cOmes up and yOuu have tO install active X cOntrOl. dOes active X cOntrOl lOike give viruses or anythin????cuzz i wanna play but i dont want a virus
pleaseee help meeee!!!
please please please

PLEASEEEE

July 3rd, 2008
10:54 AM PT

Thank you for the great article. The zwinky population is on the rise and this article will help :)

July 5th, 2008
10:30 PM PT

Good read. Zwinky rocks. I’d recommend everyone to try out Zwinky!

July 6th, 2008
10:36 AM PT
brittany said:

i love is it the best!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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