Clubpenguin.com - Waddle Around & Meet New Friends

Club Penguin was developed by parents looking for a fun and safe place for their own kids, so providing parents with peace of mind has been a priority for them since day one. In fact, an international consulting firm that trains police in Canada, the United States, and the United Kingdom is touting Club Penguin as a fun and safe online experience for children. The site has already experienced great success and their potential market is huge: there are some 28.5 million kids between the ages of 8 and 14 in the United States, according to emarketer.com. Club Penguin is completely funded by subscriptions so there is no advertising or marketing of any kind revealing their ongoing commitment to protecting its young users.

How will Club Penguin compete as a new site designed for the young demographic seems to pop up nearly every day? Club Penguin has entered a competitive and crowded market. Web sites like Club Penguin have introduced social networking to children, is this form of kids’ online community going to make a huge impact?

“As parents and Internet specialists, New Horizon's owners wanted to develop a place they’d be comfortable letting their own kids visit. The Club Penguin team got to work, consulting with educators, law enforcement representatives and other parents, doing extensive research into online safety, and conducting widespread testing. Word quickly spread, mainly due to great reviews from users and parents impressed by the quality of the games, activities and security functions. In March 2006, Club Penguin was showcased on Miniclip, the world’s largest online game site. Since then, Club Penguin has become the number one game on Miniclip with an audience of more than four million active players. In light of Club Penguin’s incredible success, its founders continue to focus on the three key areas of fun, safety and service. Eighty per cent of Club Penguin’s staff is made up of safety personnel and moderators, many of whom are parents.”