DGamer Creates Virtual Disney Community

[WDB News]

Kids like games. Kids like texting. Kids like Nintendo. Now Disney is hoping to turn this holy kiddie trinity into cold hard cash and a warm fuzzy virtual community with the introduction of DGamer.

A new service launched Friday that essentially brings the chat and connection features of MSN or Xbox Live to the younger set, DGamer isn't just an online community tailored for Disney fans. According to Disney spokesperson Michelle Jacob, the service can also turn anyone's Nintendo DS into a text- messaging device.

``Once you go to DGamer (Disney.com | DxD | Home ) and register . . . you can access the chat functions, which appear as a drop down menu,'' says Jacob.

Once parents or caregivers decide which level of chat is age-appropriate for their youngster, users can send messages via their DS unit - or their home computer. DGamer also allows users to trade virtual merchandise, exchange gaming tips and showcase their achievements in a variety of game environments.

``If you get honours (awards) in a certain game, the community can see what you've accomplished and they can see your personalized avatar - which DGamer allows you to create. And kids love that. They spend hours creating their avatars and trying on different looks,'' says Jacob.

The service uses a dictionary function to create a level of linguistic safety for kid users, but more importantly says Jacob, it's monitored by a staff of human beings on the lookout for potential predators.

``We make sure the log-on codes, user names and identities are screened before they're activated to ensure no identifying personal data is part of the system,'' she says.

The service is free, but in order to exploit its functionality, the user needs a Nintendo DS unit and a DGamer-enabled DS game. The first DGamer title is Disney's Prince Caspian, and it hits the market in tandem with the release of the film this weekend.

``The DGamer access is built into the game card,'' says Jacob. ``It's a little application that's going to be a part of every Disney game we create for the DS.''

Disney invested $10 million to create the website, the applet and the DGamer environment. As far as actual revenue goes, Disney will realize profit through actual game sales, but Jacob says DGamer isn't about the financial bottom line as much as it's about building community and developing the Disney brand in conjunction with Nintendo's kid-friendly mojo.
Microsoft introduced a similar online community to its Xbox customers when it came out with the Xbox 360. The subscription service allowed gamers to trade game clues, pictures and messages.

The idea wasn't to make money, but to understand the Microsoft consumer a little bit better. Jacob says the same is true for DGamer.

``We really want the kids to give us feedback on the games. We're hoping DGamer will push the development of the games forward . . . just as much as it builds brand loyalty.''

Prince Caspian is now available on Nintendo DS and DGamer is live at www.dgamer.com.

Source: http://www.canada.com/topics/news/st...c-f755a1f221e3