Club Penguin
Client: Disney

Globally, Club Penguin is one of the most popular virtual worlds and critical to its success, is a high conversion of players into payers.

Disney commissioned Dubit to help understand current behaviors and attitudes towards the game, while identifying game mechanics and comms strategies to overcome barriers to ‘payment’.

To do this, we ran a series of pan-European virtual focus groups with members, players, non-players and parental reactions to the product and online content in general. 6 – 12 year olds and their parents took part in the groups.

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