There's certainly money in this targeting children lark, judging by the news that California firm Fluid Entertainment has secured $3.2 million of Series A funding, which it plans to use to launch a new MMO aimed at children.
The company is keeping exact details under wraps, apart from the fact that the MMO will have an environmental theme, engaging kids with green issues as they play. Fluid has been developing games for children since the late 1990s, with clients including Hasbro, Disney, Mattel and The Learning Company.
Trinity Ventures led the funding, and general partner Tim McAdam explains the reasoning behind the new venture:
“With three other gaming investments in our current portfolio, we were looking for the right play in the children’s MMO area, which is an open canvas with only a few incumbents. Fluid has a veteran team, a great history, and a clear and progressive vision that positions the company to become a leader in this arena.”
The announcement cites a recent study from eMarketer claiming that MMOs will be played by 20 million children and teens by 2011. Thus far, companies have tended to focus on Club Penguin / Webkinz style virtual worlds for this age group, rather than fully fledged MMOs, although Disney is one company clearly looking at the area - initially with Pirates Of The Caribbean Online.
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