Virtual pet site

A virtual pet website, ' or VPS is a website on which users interact with browser-based virtual pets. A virtual pet site is typically based within a virtual world for users to explore (for example, see ), often consisting of a virtual currency, game items and minigames. A virtual pet site may also take the form of a browser-based , in which users are able to battle their pets with other player's pets, as well as trade and auction game items to other players. Additionally, virtual pet sites may offer sociability features such as discussion forums, private messaging, art galleries and social groups. For this reason, some virtual pet sites have been regarded as a type of social networking site, such as Subeta and Moshi Monsters.
Gameplay
Virtual pet web sites differ from the virtual pets represented on digital devices or on desktop software due to their ability to be accessed from any location without the necessity of having installed software or a physical component. Virtual pet sites may hence take on one of several formats. Firstly, virtual pets may be represented by a graphic for which users may create a hyperlink to on external websites. This format typically does not include a virtual world. The virtual pet is usually given a webpage on which its graphic and its stats are shown and the virtual pet may be affected by users who visit this webpage. For example, in Dragon Cave virtual dragons grow and develop based on other user's visits to the pet's homepage while in The Dragon Empire virtual dragons are bred amongst players for genetically enhanced markings and mutations. The advantage of this format is the relative simplicity of its implementation. Most virtual pet site also allow the user to change the appearance of their pet using items such as "Morphing Potions" or "Paint Brushes". Some sites, such as IcePets allow the user to change their pet into any previous unlocked form, which adds a unique spin to festive occasions.
Another approach is to have real-world products linked to an online service. For example, Webkinz provide a code with plush toys which they sell as merchandise. Using this code, users can access an online service which provides them with an online representation of their plush toy in the form of a virtual pet. This virtual pet representation of the plush toy can hence take on a distinct appearance and behavior. Finally, the virtual pet site may include the experience of a virtual world. In this format, virtual pets typically only reside in the virtual world and may not have any representation outside of the virtual pet website.
Fishferous offers a unique gameplay to their user with their virtual live aquarium. One of these virtual fish can survive for only five days before they starve, making it important for players to frequently visit the site and check on the health of their fish.
Virtual world
Many virtual pets sites include a virtual world for players to explore. The setting of the virtual world influences the appearance and nature of the virtual pets that inhabit it. For example, AdoptMe has a real-world setting in which the pets are based on real-world animals. Conversely, Khimeros has a fantasy setting in which unusual and disparate pet species, though based loosely on real-world animals, can be interbred to create new cross-breed species.
Commonly, the game will present players with a scene depicting various regions of the world, often in the form of a map. Players navigate through the virtual world by clicking on different parts of the scene, allowing them to visit game item shops and . To maintain the player's interest, each region is often designed based on a particular theme. These scenes are normally created using image maps due to their ease of implementation and wide compatibility, however, technologies such as Adobe Flash Player may also be used (for example, see ).
As with most virtual worlds, an in-game virtual currency is common in virtual pet sites. Typically, this currency is earned by playing minigames or trading items. In the case of MMO virtual pet sites, an in-game currency adds competitiveness to the gaming experience. As a result of virtual currency and item trading, a virtual economy typically emerges in virtual pet sites. Virtual items are purchased from NPC-controlled shops, which restock periodically. The act of purchasing items from NPC shops and reselling them at a higher price is an important activity for sourcing currency on some virtual pet sites, though may also increase mudflation (the inflation rate of virtual currency). Some virtual pet sites such as Neopets, Marapets include a virtual stock market, uses pet attributes correlating with Maslow's hierarchy of needs, such as hunger, safety, love and esteem. Furthermore, pets can often be equipped with items to enhance their stats. Items may also alter the appearance of pets, which give an aesthetic appeal in order to encourage a player to acquire such items.
Other virtual world features may include:
* User-designed houses in which to keep pets and items.
* Breeding of pets, often with the pets of other players.
* Creating user-controlled shops with which to sell items to other players.
* Battling pets with one another. (fluff)Friends and Super Poke Pets.
Another aspect to virtual pet site community features is user-generated content. For example, Neopets allows users to contribute fan fiction set within the virtual world, which are then published in the virtual world's newspaper. Furthermore, Neopets players may participate their pets in a "beauty contest", which involves users submitting artwork depicting their pets.
Games
Most virtual pet sites include minigames, sometimes numbering in the hundreds. As of 9 March 2011, Marapets Neopets claims to have over 1000 games. However, many of these games have been moved to "games graveyard" to eventually be discontinued, having been declared obsolete or replaced by a new version of the game. Minigames typically offer rewards in the form of virtual currency or items as an incentive to play them and as a source of currency. Neopets also include a scoreboard and allows users to complete for trophies and virtual currency rewards for placing highest on the score table for the day on a particular game.
Frequent choices of technology for minigames include Flash, Shockwave, PHP and JavaScript. Since the virtual pet site itself is often implemented in PHP and JavaScript, it is often more economical to also use these technologies in the development of minigames. Furthermore, such technologies are more widely supported since they require no browser plug-ins. Various pet sites often offer template-based flash games. These games are purchased from independent developers and the graphics and captions are altered to meet their needs. Larger pet sites such as Neopets, Marapets Some sites also include a virtual stock market, in which users earn virtual currency by trading in fictitious stocks with fluctuating prices. Finally, virtual pet sites may offer multi-player minigames, often realized by using Flash, which users can competitively or cooperatively play together. As a part of their revenue model, Neopets offer advertisers the opportunity to promote their products by commissioning "sponsor games", which are themed around the client's product. Some products and companies advertised using this method include Tamagotchi, Wal-Mart, Cocoa Puffs, and Pepsi. Users are provided virtual currency for playing these games as an incentive.
Business models
Virtual pet sites offer a number of business models, rather than only unit sales offered by alternate virtual pet products. The business models employed by virtual pet sites include digital content, subscription-based and advertising. Digital content models generate income from the sale of special virtual items or currency. Subscription models such as the one used on Neopets grant users perks, including additional items and currency, removal of advertising or access to services which enhance gameplay. In these subscription models, basic site content is free for all registered users, with subscribers usually gaining strategic advantage over non-subscribing players. Moshi Monsters uses a freemium business model, in which basic content is free, but users are pushed to pay for a subscription. require monthly subscriptions for all site content and offer no free services.
Virtual pets sites with free content are usually supported by advertising. Although conventional banner advertising is common, the gaming aspect of the website offers the opportunity to embed advertising directly into the game. For example, Neopets embed items, games and other content modeled after paying advertisers' products and services directly into the gaming experience (see Neopets immersive advertising).
Virtual pet sites may also generate income from the sale of merchandise. Websites such as Neopets and Moshi Monsters sell associated merchandise designed after their game's content, typically the virtual pets themselves. Neopets furthermore provides promotion codes with their merchandise, which can be entered into the virtual pet site to grant perks such in-game items. Webkinz, on the other hand, sells plush toys with codes to be used on their website in order to create a virtual representation of the toy in the form of a virtual pet. Hence, digital content is awarded in the virtual world with real-world purchases or vice versa, resulting in a mixed revenue model.
Popularity
A number of virtual pet sites have become a commercial success. On June 20, 2005, Neopets was bought out by Viacom for an amount of $160 million. Moshi Monsters developer Mind Candy announced on February 26, 2009 that it had exceeded 15 million players and in July, 2009 Mind Candy CEO, Michael Smith, stated that its revenue was "several hundred thousand pounds per month". On 28 October 2010, their number of registered accounts exceeded 29 million and had projected sales of $100 million for 2011.
The success behind virtual pet sites may be partially due to the young age group that virtual pet sites attract, a target audience that is typically difficult to reach. However, some criticism has come from concerned parents and consumer groups as to the advertising and business models and used on virtual pet sites aimed at children. For example, Neopets has been criticized for its use of Pepsi and McDonalds advertising embedded directly into the game. In the Neopets mini-game Pepsi World, although no longer playable on the site, users had to serve customers "delicious Pepsi in order to keep them happy"., Khimeros and Aywas attempt to attract older players by stating it is aimed at older teens and adults. FooMojo CEO, Ron Hornbaker, has stated that their 85% women audience for the Facebook game Pokey! (now called FooPets!) consist of the 18-45 age group.

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