Nickelodeon's Kids and Family Group has released the latest comScore Media Metrix figures for the performance of its websites - judging by the scramble last time they did this, we expect Disney to hit back with its own press release imminently. Anyway, the Nick figures show good growth for its Neopets virtual world, which increased its unique visitors by 22% in June, while average time spent on site per user grew 19% to 173.6 minutes.
As I’ve said before, the latter ‘engagement’ stat is likely to become more and more important to the virtual worlds industry, with companies looking to shift away from pure number-of-users to metrics showing the stickiness of their worlds.
Nickelodeon says it’s now the top-ranked ‘kids and family online destination’ (this is the part Disney may disagree with), attracting 28.6 million unique visitors in June (5% up on May’s figures, and a 13% rise year-on-year).
The company is also benefitting from strong growth in its games sites, with AddictingGames attracting 10.7 million unique visitors in June who spent an average of 30.5 minutes on the site. Nickelodeon says it’s planning to add a massive 1,600 new games to its sites in the coming months, while also launching new virtual worlds Monkey World and World of Neopia (both working titles).
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