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Moshi Monsters, a once massively popular web game that let you raise colorful creatures and complete mini-games around Monstro City, is shutting down.
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- Back on Earth, we at Mind Candy would like to thank you in advance for your interest in adopting a Moshi Monster. We want to make sure that they are looked after as well as possible, and are treated in accordance with the rules for monster care. In order to qualify for monster adoption, you must accept the following terms and conditions.
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The line between games and entertainment has been blurring for years. Deciding on a definition is a job for academics; getting something created and into the hands of consumers is the focus for business. The creators of Moshi Monsters, the amazing popular online entertainment site for kids under 13. GamesIndustry International caught up with CEO Michael Acton Smith of Mind Candy, creators of Moshi Monsters, to talk about the strategy that drove the game's success.
Moshi Monsters grew out of Smith's desire to build something for kids. 'I felt there was a huge opportunity to create amazing entertainment for kids,' said Smith. 'I'd seen how much they loved technology, and how comfortable they were with the web. I thought the Internet was going to be the next amazing canvas to create wonderful entertainment for kids, in the way Disney had done it for animated movies, and Henson had done it with TV, and Pixar have done it with digital movies.'
The question was what sort of product to build. 'I knew how much kids loved nurturing, whether it was Tamagotchi or Furby, or even the Pet Rock back in the 70's, I thought that would be a smart place to try and build something new' Smith explained. Mind Candy started development in 2007, and Moshi Monsters was the result of that effort.
Moshi Monsters was not, initially, a hit, as Smith tells the story. 'We launched Moshi Monsters in 2008, and it took a long time for them to take off. It was about a year and a half of not much going on. We were scratching our heads, and adding new features, just kind of wondering what we had to do. Eventually in the summer of 2009 it just took off like crazy and started adding one new signup every second, and now we're about 70 million registered users around the world.'
'In the UK, one in two children have adopted a Moshi Monster, and it's currently the number one toy brand in the UK market'
Michael Acton Smith
Mind Candy had the persistence to hang in there when Moshi Monsters wasn't catching on. A year and half is a long time to wait for a product to really become popular; many companies would have given up much earlier. 'One of the reasons why I love building online games or any kind of online entertainment is that you can look at the data,' Smith said. 'You can tweak and iterate and polish to try and find something that the audience actually wants, rather than what you think they want.'
What was it that caused Moshi Monsters to finally take off? 'It was basically a year and a half of experimenting and being very agile and trying different things, and I think that the key set of features were social features,' noted Smith. 'We realized that kids love to share and show off and communicate with their friends just as much as grown-ups do, and if we could build safe tools that would allow them to do that we would potentially build something huge. Those features really helped the game accelerate, and kids really enjoyed Moshi much more when they could be social.'
The revenue stream from Moshi Monsters initially came primarily from subscriptions. 'About half our revenue comes from digital subscriptions; parents pay about $6 a month for their children to get access to new parts of the world,' Smith said. Moshi Monsters, unlike many other online games, does not offer virtual goods for sale. 'We felt with the kid's space, particularly under 13s, it would be smarter to have a subscription service, which parents seem to feel more comfortable with,' Smith noted.
Subscriptions account for half of the revenue, and physical goods make up the rest. 'About two years ago we realized that, given how strong the characters were, and how rich the universe was, maybe we could expand it offline,' explained Smith. 'So we did a book deal with Penguin, then we made some trading cards, and a magazine, and have now signed about 130 different licensing deals. About a quarter of a billion dollars worth of Moshi Monsters products have been sold now over those last two years.'
Mind Candy recently closed a deal with McDonald's, and Moshi Monsters have been appearing in Happy Meals - a touchstone of popular culture success. 'We're very excited about that.' Smith said. 'It's taken a long time to negotiate. McDonald's is obviously a massive brand, and we think this is wonderful. Moshi Monsters is still a growing brand in the US, and this we believe will really help accelerate our growth. We hope kids love the Moshi toys they'll get with the Happy Meals.' Kids are actually getting physical toys, not just a code for something they can get online. 'There's a couple of elements to it,' Smith explained. 'There are physical toys that kids will get, which are different characters from the world, but they will also get a code that allows them a few day's membership within the Moshi world. There's a few puzzles and a few other little bits and bobs, but it's part digital and part offline.'
'I think the biggest opportunity in the kid's space is the tablet'
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Michael Acton Smith
Doing a kid's title, especially for kids under 13, brings special issues to the forefront. 'It's obviously a huge responsibility to run an entertainment company that's in the children's space, and we take that responsibility very seriously,' said Smith. 'We hired the very best head of safety and community that we could find. We have software that monitors all the messaging and social activity that goes on in the site, and secondly, human moderators. Everything on the site can be flagged so we can investigate. The way we describe it to parents is 'It's like a walled garden.' Parents know their children love the Web, but they don't want them to run freely on sites like Youtube or Facebook or elsewhere. On a site like Moshi they feel much more comfortable with it because it's deliberately designed to be non-threatening.'
Since Mind Candy began Moshi Monsters in the UK, it's only natural that's where the audience is largest. 'The UK is our biggest market, and the US is very close to it,' said Smith. 'I think we have about 20 million registered users in the US market, but the engagement levels aren't as high as they are in the UK, the paid subscription site is not as big. We're really focusing on 2013 to expand Moshi in the US, to let parents know about it. It hasn't become the phenomenon it has in the UK, where one in two children have adopted a Moshi Monster, and it's currently the number one toy brand in the UK market, ahead of Barbie, Star Wars, Lego, and a whole host of other major brands.'
Other markets are also on Mind Candy's radar. 'We think the Far East is very important; we signed a deal with Gree recently, so that will help us grow in that part of the world,' Smith said. 'We recently launched a Spanish version of Moshi to help our growth in Latin America, and we'll be launching other territories in the future as well.'
Mind Candy also sees the transition to mobile as an important area for the future. 'We are managing the shift from the desktop to tablet play, which is an enormously fast-growing area which kids absolutely love,' said Smith. 'We created a few smartphone apps, but I think the biggest opportunity in the kid's space is the tablet. I think that is going to be the dominant entertainment device for children over the next few years. Not just playing games and watching movies and listening to music, but educational as well. It's just so intuitive and magical and fun for children. As the price begins to come down, and Android devices come out with all sorts of different price points and sizes, the market is just going to continue to explode.'
Mind Candy has big plans for the future. 'We've got a lot of new games in development beyond Moshi Monsters, so we are hiring as quickly as we can ; we're staffing up our San Francisco office at the moment,' noted Smith. Kids will not be the only target for Mind Candy, Smith says. 'The way we are looking at it is family entertainment, so we will be building products for other audiences, but it will all be fun, family-friendly entertainment.'
We all have played video games in our childhood but some games become special and leave an everlasting memory. Well, a game called Moshi Monsters which is popular among young ones and has 80 million registered players, is shutting down on December 13, 2019.
In the game, players are required to choose a pet that they can nurture. The game features six pets which include the following: Diavlo, Luvli, Katsuma, Poppet, Furi, and Zommer. Players can roam around Monstro City & they can also do daily challenges to earn in-game currency called Rox.
Players can also communicate with each other while playing the game. They can also personalize their room and do other in-game quests. Moshi Monsters game was released on April 16, 2008, and was created by Michael Acton Smith.
Mindy Candy has developed the game. It is an online game that runs on the Adobe Flash Player engine. The success of the game can be inferred by the number of players it garnered in just one year.
Moshi Monsters registered 10 million players by the end of 2009. Mindy Candy extended the Moshi franchise by releasing Moshi Monsters Village in July 2013 for Android devices. Moshi’s universe was further extended with the release of Moshi Karts in February 2014. Moshi Karts is available on iOS devices.
In June 2014, Moshling Rescue game was released for both Android & iOS devices. Amid these new releases, the popularity of Moshi Hunters took a steep fall in 2013 & Mindy Candy suffered a loss of £2.2m due to a drop in sales. The company also planned to re-launch the game in 2015 but it never happened.
Cut to now, Mindy Candy has decided to shut down the game on December 13, 2019. Game developers have also released an official statement on the Moshi Monsters website. You can check its complete details down below.
Dear Moshi Fan, Roary Scrawl here!
The Moshi Monsters web game will be closing down at midday (GMT) on 13th December 2019. Thank you for joining us on the first part of our monsterific journey and helping us make Moshi Monsters such a splat-tastic online experience!
If you are an existing paid subscriber, your subscription will not auto-renew and will lapse within the next 30 days. Regardless of the date on which your subscription stops, you will be able to access the game and enjoy full subscription benefits until the site closes on 13th December.
Moshi Monsters Free Play
If you are a free user, nothing will change until the site closes on 13th December.
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In the meantime we want you all to enjoy your final days with us, so enter these one-time use codes at http://www.moshimonsters.com/secretcode to unlock special Moshi goodies:
NOV2019ROX
2019FIREWORKS
2019REDRAINBOW
2019ORANRAINBOW
2019YELLRAINBOW
2019GRERAINBOW
2019BLUERAINBOW
2019INDRAINBOW
Moshi Monsters Games
The closure of Moshi Monsters will surely sadden the fans, but they can still play other Moshi Universe games including: Moshi Twilight Sleep Stories and Moshi Monsters Egg Hunt.
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