Moshi Monsters is a social networking online game that was launched in April 2008 by the British media company Mind Candy. The site is aimed at children aged 7 to 12. The foundation of the site is the player's ability to adopt and take care of a virtual pet. Pets appear in the form of cute and cuddly non-threatening monsters - much like cuddly stuffed animals. Although members can adopt pet monsters, the site also offers games to play, a chat room and branded merchandise.
Since going live in 2008, the membership has grown to 50 million users. Most of the revenue generated from the site is gained through the sale of optional memberships of $5.95 per month and through licensed merchandise. Members can choose larger blocks of membership of six months or a year at reduced rates. The website is the base for the game. There is no downloading of a program to operate the game. The website is only available in English.
Features
New members of Moshi Monsters choose a virtual pet monster to adopt. They take care of it by solving puzzles. The puzzles allow players to earn rewards call 'rox'. 'Rox' is currency that players use to purchase things for their monster. In order to properly care for their monster, players buy them food, clothing, shelter and household items. Players can sell items in their possession to other players in exchange for 'rox'. The better care members give their monsters, the greater the ability for their monsters to explore the online world of Monstro City. Members can also chat about their monsters with other members in a social chat room, post messages in a forum and make friends with other owners.
What's Good
Moshi Monsters is a subdued website that will appeal mainly to girls 10 and under who are interested in nurturing and making friends. Most of the monsters are non-threatening. The facial expressions are kind and friendly. There are absolutely no adult themes in the game or on the website. There is no violence, drinking, smoking, drug use, sex or offensive language.
Moshi Monsters offers children the opportunity to care for and nurture a virtual pet. Though the pet is not real, children will learn the basics of what it takes to be responsible. Children learn about monetary responsibility by purchasing goods to take care of their pet. The website is easily accessed, menu options are clearly displayed and buttons are clear and large. The membership fee is relatively small per month and children can play the game for free - though their access to higher levels of the game is limited.
What's Bad
One of the monsters that players can select to adopt looks like a cross between a mummy and a zombie. It stands out as being a bit bizarre amongst the other cutesy-looking monsters. Forums and chat pages where members post messages may mildly offend some younger members, even though such messages are moderated before and after they are posted. If members have any concerns, they can send a message to a moderator. Privacy may be an issue for some parents, as the site collects the birth date, gender and country of origin of the player and the email address of the parent. The site also uses cookies to collect additional information.
Parents may be concerned with the high level of merchandising. The marketing strategy targets members to browse and purchase goods from the online store. Small items like stickers and posters can quickly add up and become expensive for parents. Older members may quickly tire of the cutesy images, so a short-term membership is advised for them. Beyond the nurturing aspect of the website, the educational value is limited. This website is mainly an entertainment portal and marketing tool for the company's related products.
Online Safety
The website has done a good job of promoting online safety. There is a large and prominent button featured on the home page for parents. This shows a certain level of commitment to online safety, as it could have easily been located in the fine print at the bottom of the page. Moshi Monsters offers a comprehensive safety message aimed at parents. It encourages an open discussion with children about their online activity. A child's picture or personal information is never displayed online.
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