UCILR V2I2 Assembled v4 (Do Not Delete) 7/14/2012 2:14 PM
2012] GAMING THE SYSTEM 639
Minors also engage in online games and activities, including virtual worlds
such as Webkinz, Club Penguin, Gaia Online, Virtual MTV, Habbo, World of
Warcraft, and Second Life. In December 2009, the Federal Trade Commission
submitted a report to Congress on virtual worlds and minors, noting that there
were “as many as two hundred youth-oriented live, planned, or beta virtual
worlds.”
63
This number, of course, does not appear to account for the minors
who access virtual worlds and games that are not youth-oriented. According to a
2009 report cited by The Economist, a market researcher found that nearly ten
million children and teenagers visit virtual worlds regularly, a number that is
expected to increase to fifteen million by 2013.
64
Minors are important consumers on the web. Many of the virtual worlds that
minors play in, for instance, require a monthly paid subscription. Alternatively,
other virtual worlds use a micropayment model, where there is no charge to play
the game but the players may purchase content or virtual goods (such as weapons,
virtual currency, clothes, or household items) for a premium. This is sometimes
referred to as a freemium or free-to-play model. When minors desire to make such
purchases, their parents usually provide the means.
With the introduction of ubiquitous platforms such as the iPad, the iPhone,
and other smartphones, freemium games have become increasingly popular. As a
result, there are more opportunities to engage consumers and drive sales of virtual
goods in these games.
Gaming companies like Zynga have led the freemium revolution. Zynga,
best known as the creator of the well-known Facebook games Farmville and Mafia
Wars, has over 220 million people playing its games and is valued around seven to
nine billion dollars.
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Since the company was founded in July 2007, it has
generated over $1.5 billion in revenues.
66
The vast majority of Zynga’s revenues
come from its virtual goods.
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Zynga’s games, as well as other popular game applications, can be played on
the iPhone, the iPad, as well as other connected devices. Based on a 2011 study
conducted by Flurry Analytics, which surveyed a sample size of twenty million
users across 110 thousand Android and iOS applications, children aged between
thirteen and seventeen are responsible for five percent of the money spent on
63. FED. TRADE COMM’N, VIRTUAL WORLDS AND KIDS: MAPPING THE RISKS (2009),
http://www.ftc.gov/os/2009/12/oecd-vwrpt.pdf.
64. Online Playgrounds, E
CONOMIST, July 25, 2009, at 62.
65. Dean Takahashi, How Zynga Grew from Gaming Outcast to $9 Billion Social Game Powerhouse,
V
ENTUREBEAT (Dec. 12, 2011), http://venturebeat.com/2011/12/12/zynga-history.
66. Id.
67. Pascal-Emmanuel Gobry, How Zynga Makes Money, B
US. INSIDER (Sept. 28, 2011),
http://articles.businessinsider.com/2011-09-28/research/30211715_1_video-ads-zynga-banner-ads/2.