lane-merrifield
Latest
Club Penguin gets $4.7 million online safety campaign
Games for kids need to be safe for kids, and recent news about Habbo highlights the importance of this. In the aftermath of concerns raised in that community, Disney has decided to launch an expansive safety campaign for its popular Club Penguin title. The campaign will spend $4.7 million to target not only the children who who play the game but also parents through advertising on various media including websites, magazines, television, and in the game itself. Club Penguin co-founder and Executive VP of Disney Online Studios Lane Merrifield emphasizes the company's stance on the importance of online safety and that education is a key element. Merrifield states, "From the very start, our vision for Club Penguin was to create a safe place for my kids and their friends to play online. The scale may now be bigger than I could ever have imagined but that philosophy has not changed. As an industry I think we can help teach kids the lessons that they need to become responsible digital citizens."
Has the MMO industry been irresponsible with children?
Frustration and disappointment was squarely behind the creation of the kid-friendly online space Club Penguin. Co-founder and general manager Lane Merrifield was sick and tired of the MMO industry's "cynicism" when it came to children. Merrifield and his partners went forward with the gamespace as a side project, a world unsupported by VC money or expectations.GamesIndustry.biz sat down for a chat with the man, and delved into the context behind one of the most successful kid-oriented titles on the market. In his words, he'd be "silly" not to be surprised by the game's runaway success and the purchase by Disney. The human element, he offers, has been critical to their success. "Merrifield also thinks that there is an over-reliance on technology that ignores the human element, which is why they've decided to devote two-thirds of the company's staff to positions such as safety moderators and customer service. 'We know the limits of technology, even though I would put our filtering software up against anybody's, especially because of that human element - we're adding 500 to 1000 words every day to the filters, simply because of slang that works its way into the language.'"
