Posted in Club Penguin, Disney, gaming, marketing, online community, Safety/Privacy, virtual worlds, Webkinz

KIDS AND PARENTS PLAYING TOGETHER ONLINE: THE NEXT FRONTIER OF CASUAL GAMING

http://www.edge-online.com/features/gdc-bringing-families-together-with-video-games

Jessee Schell
– toy story mania ride
– pixie hollow
– toon town
– pirates

10 things to try to achieve:

1. You have to decide to design for both kids and parents

2. Find themes that both kids and parents care about

– Toon Town’s executives takeover theme – work/play tension
– Last child in the woods – nature – offline tasks
– Nostaligia bridges generation gap – children want to learn about their parent’s childhoods

3. Understand what family wants and provide it

– Families want shared experiences and shared accomplishments
– Parents want to feel that they provided meaningful and useful experiences
– Parents also just want to feel like they provided
– Kids want to be more emotionally connected to their families
– Both kids nad parents want to connect to distant relatives

4. Parents want to teach & kids want to learn

– Adult jokes are teaching/learning opportunities
– Need situations where kids are in over their head where the parents can save them
– Opportunities for kids to brag/show off

5. Co-opt existing roles for quick immersion

– Parent’s understand how to buy a doll, that’s why Webkinz had a big jump off

6. Reverse roles to delight everyone

– Everyone wants a break
– when child’s skills surpasses parent’s – it’s a landmark moment

7. Consider Gender Issues

– There are 12 POV in a 4 person household (Dad, Mom, Sis, Bro)
– Make play patterns to facilitate

8. Deciding to pay is collaborative

– Club Penguin – elastic Velvet rope – effectively teasing enough in a free-to-play situation
– Mailers in Toontown gave the impression of value add

9. Safety is paramount

This is where Mr Schell’s up-to-this-point wonderful talk went off the rails for me.  Instead, he decided to perpetuate the culture of fear mongering that is so popular to do nowadays when discussing children in the online space.  Instead of going off on the rant that this point caused from me, I will just leave this point as the title, and move on. grumble…

10. Design for the family as well as for the individual
– Design to let them connect with one another
– Families are busy now
– Connection btwn parents and kids is a stoong emotional bond.  Leverage it.

Advertisements

Author:

I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s