On Monday, DreamWorks will formally enter this crowded realm with Kung Fu Panda World, a $10 million Web site that will allow children to play elaborate games, chat with friends, learn kung fu styles and get a pet。
The site, which has taken two years to develop, is centered on the company's hit movie “Kung Fu Panda,” which had $632 million in global ticket sales in 2008. Membership will cost $5.95 a month, but DreamWorks has also devised a free option: children can play free for one day if they watch a 15-second ad. Kung Fu Panda World is aimed at children age 8 to 12.
Kung Fu Panda World is built around the concept of sash levels; players start as a white belt and try to work up through 21 colors. A map shows where your friends are playing within the game — no need to call each other on the phone to figure it out, as many children do when playing in virtual worlds. There is shopping and players can send gifts to one another。
Moderators will constantly monitor activity, and software has been added to flag questionable behavior. There are also controls where parents can disable certain features and oversee play。
DreamWorks is already at work on a follow-up world built around “How to Train Your Dragon。”