Virtual Worlds for Children. A Surprising Success

Virtual worlds for children are expected to explode with roughly 20 million children becoming members by 2011, up from 8.2 million today according to eMarketer and as discussed in a recent New York Times article. Virtual Worlds designed for children either as extensions of physical toys or as pure virtual experiences are both having significant success. 

Sitting next to a Lego executive at a dinner last month, I discovered this firsthand. He explained how children are rushing to the websites as they like to connect with each other virtually as they play with their new toys. He also talked about how security is extremely important and requires lots of active measures. Lego takes extreme measures to make sure that their virtual worlds stay child safe. For example, every message posted is first screened by a person at Lego. Interestingly, parents trust Lego because they grew up on Lego themselves. New brands have a more difficult time building trust with the parents. (The picture above depicts some of the Lego Message Board rules).

It got me thinking, why are Virtual Worlds for children succeeding where those designed for adults have failed? Here's what I believe are some of the reasons, a few of which are also mentioned in the Times article. Firstly, children enjoy virtual worlds because they allow them to escape the confines of reality. Children also like the idea of being in control of their lives. They get to make all the decisions online. Just as important, children take to virtual worlds when they are extensions of real world toys. It is another way to play with their toys and let their imaginations take them to new places. Virtual Worlds let them explore. Similarly, children enjoy playing and connecting with one another online through the toys. The toys bring them together. 

So what's the lesson in all of this? Don't create virtual worlds or even broader social media solutions expecting people to simply show up. Give them reasons to come. Those reasons can't be manufactured. They should be centered on a theme, an event, an icon or a trace. Something that establishes a sense of commonality among the visitors. And tied to that, find ways to build their trust recognizing that it may take time.