Club Penguin

Club Penguin is a MMORPG (massive multiplayer online role-playing game) involving a virtual world containing a virtual world containing a range of online gamesand activities, developed by Club Penguin Entertainment (formerly New Horizon Interactive). Players use cartoon penguin-avatars and play in a winter-set virtual world. After beta-testing, Club Penguin was made available to the general public on October 24, 2005[2] and has since expanded into a large online community —growing to the extent that by late 2007, it was claimed that Club Penguin had over 12 million user accounts.[3] While free memberships are available, revenue is predominantly raised through paid memberships which allow players to access a range of additional features, (such as the ability to purchase virtual clothing, furniture, and in-game pets called "puffles" for their penguins through the use of in-game currency).[4] The success of Club Penguin led to New Horizon being purchased byThe Walt Disney Company in August 2007 for the sum of 350 million dollars, with an additional 350 million dollars in bonuses should specific targets be met by 2009.[5]

The game was designed for ages 6-14.[6] Thus a major focus of the developers has been on child safety,[7] with a number of features introduced to the game to facilitate this — including offering an "Ultimate Safe Chat" mode, whereby users select their comments from a menu; filtering that prevents swearing and the revelation of personal information;[7] and moderators (along with veteran players) who patrol the game.[8] The game has been criticized for teaching consumerism[9] and allowing players to "cheat".[10]

History and Development
Lance Priebe and Lane Merrifield, employees at New Horizon Productions (which became New Horizon Interactive in 2005) in Kelowna, British Columbia,[11] saw a need for "social networking for kids".[4] As Merrifield later described the situation, they decided to build Club Penguin when they were unsuccessful in finding "something that had some social components but was safe, and not just marketed as safe" for their own children.[12] Merrifield and Priebe approached their employer, David Krysko, with the idea of creating a spinoff company to develop the new product.<sup class="reference" id="cite_ref-McKenna_10-1" style="line-height: 1em; font-weight: normal; font-style: normal; ">[11]

<p style="margin-top: 0.4em; margin-right: 0px; margin-bottom: 0.5em; margin-left: 0px; line-height: 1.5em; ">Prior to starting work on Club Penguin, Lance Priebe had been developing Flash web-based games in his spare time.<sup class="reference" id="cite_ref-BDODunwoody_12-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[13] As part of Rocketsnail Games, Priebe released Experimental Penguins in 2000, which featured gameplay similar to that which was incorporated into Club Penguin. Although Experimental Penguins went off line in 2001, it was used as the inspiration for Penguin Chat, which was released shortly after Experimental Penguin's removal. Thus, when Priebe, Merrifield and Krysko decided to go ahead with Club Penguin in 2003, they had Penguin Chat on which to base part of the design process. After two years of testing and development, the first version of Club Penguin went live on October 24, 2005.<sup class="reference" id="cite_ref-BillyBob2005a_1-1" style="line-height: 1em; font-weight: normal; font-style: normal; ">[2]

<p style="margin-top: 0.4em; margin-right: 0px; margin-bottom: 0.5em; margin-left: 0px; line-height: 1.5em; ">Club Penguin started with 15,000 users, and by March that number had reached 1.4 million—a figure which almost doubled by September, when it hit 2.6 million.<sup class="reference" id="cite_ref-McKenna_10-2" style="line-height: 1em; font-weight: normal; font-style: normal; ">[11] By the time Club Penguin was two years old, it had reached 3.9 million users.<sup class="reference" id="cite_ref-Shields_13-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[14] At the point when they were purchased by Disney, Club Penguin had 12 million accounts, of which 700,000 were paid subscribers, and were generating $40 million in annual revenue.<sup class="reference" id="cite_ref-Walmsley_2-1" style="line-height: 1em; font-weight: normal; font-style: normal; ">[3]

<p style="margin-top: 0.4em; margin-right: 0px; margin-bottom: 0.5em; margin-left: 0px; line-height: 1.5em; ">Although the owners had turned down lucrative advertising offers and venture capital investments in the past,<sup class="reference" id="cite_ref-McKenna_10-3" style="line-height: 1em; font-weight: normal; font-style: normal; ">[11] in August 2007 they agreed to sell the company (both Club Penguin and the parent company) for the sum of $350 million.<sup class="reference" id="cite_ref-Walmsley_2-2" style="line-height: 1em; font-weight: normal; font-style: normal; ">[3] In addition, the owners were promised bonuses of up to $350 million if they were able to meet growth targets by 2009.<sup class="reference" id="cite_ref-Brooks_14-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[15] In making the sale, Merrifield has stated that their main focus during negotiations was philosophical,<sup class="reference" id="cite_ref-Mlynek_11-1" style="line-height: 1em; font-weight: normal; font-style: normal; ">[12] and that the intent was to provide themselves with the needed infrastructure in order to continue to grow.<sup class="reference" id="cite_ref-Richards_3-2" style="line-height: 1em; font-weight: normal; font-style: normal; ">[4]

<p style="margin-top: 0.4em; margin-right: 0px; margin-bottom: 0.5em; margin-left: 0px; line-height: 1.5em; ">On March 11, 2008 Club Penguin released the Club Penguin Improvement Project (CPIP).<sup class="reference" id="cite_ref-BillyBob2008a_15-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[16] This project allowed players to be part of the testing of new servers put into use in Club Penguin on April 14, 2008.<sup class="reference" id="cite_ref-BillyBob2008d_16-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[17] Players had a "clone" of their penguin made, to test these new servers for bugs and glitches.<sup class="reference" id="cite_ref-BillyBob2008b_17-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[18] The testing was ended on April 4, 2008.<sup class="reference" id="cite_ref-BillyBob2008c_18-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[19]

<p style="margin-top: 0.4em; margin-right: 0px; margin-bottom: 0.5em; margin-left: 0px; line-height: 1.5em; ">In April 2008, Club Penguin opened its first international office in the UK for local support.<sup class="reference" id="cite_ref-19" style="line-height: 1em; font-weight: normal; font-style: normal; ">[20] and Disney announced in June, 2008, plans to open an Australian office in August of that year.<sup class="reference" id="cite_ref-20" style="line-height: 1em; font-weight: normal; font-style: normal; ">[21] They opened the Australian office in August 2008<sup class="reference" id="cite_ref-Aus_Office_Opening_21-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[22] and opened a Brazilian office in November 2008.<sup class="reference" id="cite_ref-Brazilian_Office_Opening_22-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[23]

<p style="margin-top: 0.4em; margin-right: 0px; margin-bottom: 0.5em; margin-left: 0px; line-height: 1.5em; ">On February 10, Club Penguin released French and Portuguese versions of the game.<sup class="reference" id="cite_ref-Club_Penguin_in_French_23-0" style="line-height: 1em; font-weight: normal; font-style: normal; ">[24] On June 26, 2009 a Spanish version, for Latin America and Spain, was launched <sup class="reference" id="cite_ref-24" style="line-height: 1em; font-weight: normal; font-style: normal; ">[25]