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THE GAMING SCENE


Virtually, Disney Is


Almost There Virtual worlds are safe stepping stones for the online environment, places where children can interact with friends and explore worlds at their own pace. Club Penguin is a snow-covered


virtual world where millions of kids can have fun, make friends, play games, learn and explore in a safe, carefully moderated online playground. Content is updated on a continual basis focusing on fun parties and exciting events to keep the young Club Penguin community engaged throughout the year. In fact there have been over 190


million penguins created since Club Penguin launched, with over 10 million registered users in the UK where we have nearly 90% awareness amongst children 6+. On average members log in more than once a day, playing up to three hours a week. “But the real magic behind this brand


is the way kids engage with it,” pointed out Phil Riley, UK category director core games, The Walt Disney Company. “Our audience has created over 200,000 videos


on YouTube dedicated to Club Penguin. They’ve posted on blogs almost a billion times, and donated over 12 billion of their hard earned ‘coins’ to charity, during our annual Coins for Change Fundraiser.” So what do children love about


Club Penguin? “It is an interconnected experience where children can socialise, build friendships and share experiences


Upwardly Mobile


Access to content continues to increase with over 50% of UK children owning a smartphone. Mobile gaming is an area where people are interacting with gaming content in a different way on smartphones or tablets; and the release of the Kindle Family Fire will see more tablets in UK households than ever before. In just the four years since the fi rst app was


Below: Swampy is Disney’s original game character from Where’s My Water?


downloaded, Britain has become a nation of ‘appy families’. More than one third of parents already consider apps to be an ‘integral part’ of family life.”Games need to be fun, social and bite sized. In short, they need to be designed for the twitter generation,” commented Phil Riley. Disney mobile boasts award-winning studios that consistently develop chart-topping, critically- acclaimed apps. “We have a rich history in mobile as a market leader for over 11 years, aggressively growing the largest network of highly engaged mobile users across all demographics, with over 12 million monthly active users,” added Phil. More recently Disney has been using its development on mobile to create new IP; with two stand out success stories are Tap Tap and Where’s My Water.


Tap Tap has become the most


popular iPhone game series in App Store history, in fact it holds the Guinness World Record for the most


successful mobile game franchise of all time. And September 22nd 2012 marked the fi rst anniversary of the huge hit, fun, puzzle app, Where’s My Water? and also marked the 1st birthday of Disney’s fi rst original game character, Swampy the alligator.


A SPECIAL MAX PUBLISHING © Disney 109


Above: Club Penguin promises some exciting new features in 2013.


together,” said Phil. “Children love the ability to customise and take ownership of their ‘life’. The in world social currency also imbues the children with a sense of status, pride, and meaningful recognition within the community.”


Swampy lives in the sewers below a bustling


metropolis. After a long day at work, Swampy likes nothing better than to wash away the cares of the day. Gamers have to guide the water to Swampy’s broken shower and help him fi nd his favourite bathtub accessories! Where’s My Water? has reached the number 1 spot


on the App Store in 90 different countries and also made App Store history as the 25th billionth app download. One year on and it is still incredibly popular, with over 100 million downloads. And it doesn’t stop there. The property continues to grow with the release of the fi rst line of Where’s My Water? licensed merchandise. Where’s My Perry?” - the follow on game to


Where’s My Water? - has also experienced great success since launch. The mobile game combines the comedic tone, themes, and characters from Disney’s #1 animated series Phineas and Ferb, with the popular gameplay features of Where’s My Water? In November 2012, Disney launched Disney Fairies:


Lost & Found, a new mobile app that features all seven Disney Fairies from Disney’s animated feature fi lm, “Tinker Bell: Secret of the Wings.” Produced in the UK, Disney Fairies: Lost & Found is a fun and challenging hidden objects game where players can discover and experience the wonder and beauty of Pixie Hollow through a sequence of seven stunning winter scenes. “Disney Fairies: Lost & Found is an enchanting game


that will play a strong role in our digital expansion of the Fairies franchise across EMEA. The app is an example of our commitment to producing compelling content at a local level and to taking our brands onto mobile platforms in new and exciting ways,” commented Paul Brown, General Manager of Disney Interactive. “Our goal is to deliver great digital experiences that engage our existing fans, whilst growing new audiences across multiple platforms.”


disney PUBLICATION 2013


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