Zong To Enable SMS Payments In Tween Virtual World Woozworld

Monetization of tweens is an issue facing many virtual worlds today. Recognizing its user base’s propensity for SMS, the tween-focused virtualworld Woozworld partnered with Zong to enable tweens to use the mobile payment platform’s simple and secure solutions to purchase virtual goods. Woozworld operates a virtual environment, targeted for 9-14 year olds, where players can create spaces, run activities and even their own business. The Montreal-based company spun off from its parent Tribal Nova last month and announced raising a $3m funding round which it is now using to expand offering for users and accelerate market traction.

Integration with Zong is a smart choice as it makes it very easy for players to purchase virtual goods whenever they desire. Players simply enter their mobile phone number that is then verified by Zong via a secure PIN that’s text messaged to the player. The player then enters the number online, finalizing the transaction. A point to note is that parents hate surprise fees, which is a reason that tween virtual world SuperSecret avoided the virtual goods model and focusing on subscriptions instead. This is understandable because kids could take their parents’ mobile phones and handle the transaction without the parents knowing.

“As a globally available payment platform powered by the tween-preferred medium of SMS, Zong was the natural choice for Woozworld,” commented Woozworld CEO Eric Brassard. “We expect the integration of Zong to have a significant impact on the conversion rate of purchases of user-generated virtual goods.”

Woozworld distinguishes its tween virtual world from others by allowing users to create entire worlds, personalizing them with games and even a commercial virtual economy. It launched in December of 2009 and has grown to over 350,000 members that have generated over one million virtual spaces. Woozworld also reported that 70 percent of its daily user base is comprised of returning users and that its users average 45 min sessions per visit.

The company currently has 30 employees and faces stiff competition from the likes of Club Penguin and some start-ups. Despite a tough climate, the deal to increase the monetization of its current users should give it the financial breadth it needs to continue expanding its offerings and improving the product. We recently covered another user generated, multi-platform virtual world on Facebook called Worlize that allows users to create their own space and games. Will Woozworld follow a similar strategy to have multi-platform tie-ins? Which model works better: stand alone or platform-based?

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