If you spend $350 million on acquiring a virtual world, you'd expect its traffic to rise - especially if you're one of the most powerful media firms in the world. Yet it seems Disney has some work to do with Club Penguin, judging by the latest figures from Nielsen Online.
They claim that Club Penguin’s traffic actually shrank by 7% between April 2007 and April 2008, in start contrast to the 250% year-on-year rise between August 2006 and August 2007 announced by Nielsen last year.
Companies love to argue about these kinds of stats, so caution is advised before claiming that the flagship virtual world for kids is on the slide. Disney’s plans for more cross-promotion of Club Penguin could boost those stats this year, although there’s a lot more competition out there from new virtual worlds aiming for the same age group, which could be one reason for growth tailing off.
(via Webware)
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