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Some thoughts on the BBC’s announced ‘virtual world for kids’

The BBC has announced that it intends to launch a MMORPG (ie virtual world) aimed at a 7-12 year olds, dubbed ‘CBBC World’.

Screenshot of new service

The blogosphere’s already buzzing with interest and making comparisons to SecondLife and it’s sister service Teen-SecondLife.

I’ve not worked at the BBC for sometime and I knew nothing about this project until I read about it on the BBC News Website (strangely, there doesn’t appear to be a press-release about it – but then given my previous post maybe that’s a good thing!).

However here are some thoughts about the proposition, particularly influenced by my tenure at the BBC…

Scope and Scale
The first caveat to point out is that it’s very difficult to work out just how big this proposition is going to be. From the amount of information released, what’s being announced could simply be a sophisticated bit of Flash/Director through to (theatrically at least) a direct rival to Teen Second Life.

It’s probably somewhere in the middle… The screen-shot on the BBC News website story, if genuine, looks too fancy for Flash and the BBC would have massive anti-competitive issues launching a direct rival to Teen Second Life.

Who’s behind it

So a key point to be aware of is that BBC Children’s division is headed up by ‘action man’ (sorry, in joke) Richard Deverell.

Before becoming Director of Children’s BBC, Richard was the founding director of the massively successful BBC News Website (disclosure: I used to work on the BBC News Website and I know Richard fairly well).

This is significant because Richard has a degree of new media experience and knowledge that you just wouldn’t normally expect to find inside the mind of the person who controls the BBC’s children’s output. In fact I would put his level of strategic savvy in this area as being one of the highest in the BBC – even compared to those who head up ‘Future Media’ – the BBC’s dedicated Internet department.

Although this is a relatively uncharted space for the BBC, it does have some great expertise in this area. Kim Plowright has been looking at virtual worlds for some time (both personally and professionally, as you can see from this old presentation) and the BBC also has a lot of gaming research compiled by Alice Tailor who is now working in for the BBC in LA.


The biggest concern many will raise about this kind of project is online safety and how will kids be protected from online predators (most would agree that the risk is overly hyped, however)

The interesting thing here is that the BBC has a very good track record in this area, particularly with the level of human moderation it uses. It’s impossible to get a comment up onto a children’s message-board without it being pre-moderated first.

Knowing that the BBC reads every message it receives on it’s children’s message boards (it says so on the rules) and looking at the volume of use they get, you can deduce (without me breaking any confidentially clauses) that the BBC has a huge moderation budget that the rest of the industry would be envious of.

Given the BBC’s existing level of moderation, it’s therefore reasonable to assume that such levels of moderation and supervision would also occur in this environment too.

Many will criticize the level and expense of BBC’s children’s moderation commitment because it doesn’t have commercial pressures to consider. However I would counter that by pointing out that I’d rather have my kids (if I had any) using a service with his level of moderation over one like MySpace (which has very little). It’s perhaps another reason why services aimed at children should not be commercialized?

Point solution or platform?

Perhaps the most interesting question is around the future direction of such a service. Specifically would the BBC consider launching a similar service for adults (no, not like that), especially around a sympathetic genre such as SciFi (which the BBC has a great heritage in) or the wider vertical of ‘Cult’, which used to be a popular site on

Clearly operating a virtual world requires a platform – and once you have a children’s service running it’s only a degree of marginal cost of get another service running on it (assuming it’s built to do so from the beginning).

Final thoughts

I’m really pleased and excited that the BBC is getting into this area, even though I doubt I’ll ever be able to use the service (the BBC usually bars adults from participating in parts of it’s online proposition that offer interactivity with children).

I do agree with the growing consensus that SecondLife is grossly hyped now, esp it’s usage figures, even though I personally do enjoy using the service.

I don’t by into this notion that 3D is the best interface for everything from eBay to online banking, but I do think the rich-media nature of the BBC does suit such an environment.

And perhaps young people are most suited to pursuing parts of their lives in an immersive 3D environment as I do wonder whether it’s a step too far for the older generations of the mainstream adult population.

I’ve been quick to take the BBC to task on some decisions it’s made recently, however this one seems to be a good one and I think it offers the beginning of a whole new direction for the BBC.

Published in News


  1. kateb kateb

    Hey Ben – the safety and moderation issues don’t really bother me- as a general problem that’s nothing new. But what really should worry us is the introduction of role playing at such a young age (it says 7-12 – but this normally means that it’ll potentially have an appeal to an age band a couple of years younger,.. so 5 -10 ). At such a sensitive age you are just beginning to understand yourself and you’re boundaries and the impact and consequence of your actions in the real world. Learning through play and stories is great and its important in enabling kids to expand and contextualise their feelings and emotions. But for kids to start creating an avatar and to interact (whether with BBC characters, the BBC World, or others) using this alter persona at such an important cognitive and imaginative development stage of their lives is highly questionable in its paedagogic value.
    I hope the BBC have looked at the psychological and pedagogical impact of this on this age group and not just looking around at the kinds of “characters and resources they [kids] had come to expect” (BBCnews).


  2. Tim Tim

    I work at the BBC and some of the published details around CBBC World have thrown people off the scent a bit. It’s not as much like Second Life as you might think.

    It’s actually a downloadable application. In the first instance, you can only play by yourself. I think other players may be visible, but you mainly play games with them, and there certainly isn’t free chat.

    It’s bizarrely more of a ugc application than a MMORPG. There are “studios” where you can create content (art, poems, music) and you can send that back to CBBC for them to use on-air and in other forms.

    The game looks amazing, with very high-quality 3D graphics; but you just go around it and score some points platform-style, and don’t do a lot more in it till you get to the “studios”.

    There is a second wave planned by the Belgian developers [it’s based on an existing game on the Belgian kids’ TV website] which will be much more like Second Life, where you can see the other users and interact with them; but that won’t be out till 2009 and it’s not at all decided if CBBC will be going for that anyhow.

    So you can see it’s not quite what’s been billed. Hope that’s a bit more useful information.

  3. I was at a BBC London Labs recently where an exec from CBBC showed this development as an example of where the BBC was heading in terms of MMORPG’s – I understood at the time that it was actually originally seeded from a BBC Labs pitch; is that correct?

  4. Ben Ben

    I have no idea Alfie whether this is the same thing, although according to Tim Levell in a previous comment the product originates from a Belgium production house I believe.

  5. Tim Tim

    It might have been seeded from a BBC labs pitch originally. However it’s definitely being produced in Belgium. I suppose it depends on your definition of a MMORPG. But given that you basically can’t meet other people and it’s as much about creating content as playing games, it’s got a definite BBC spin on MMORPGs.

  6. Ben Ben

    I have to say, in many ways it’s disappointing the BBC aren’t doing something like this as I actually think it would fit nicely into the BBC’s portfolio of online services.

    Perhaps that’s why it sparked such interest across the blogosphere?

  7. Rock Thrower Rock Thrower

    You might be Richard’s best mate, but you can’t spell his name properly…

  8. Ben Ben

    I’m hardly is best mate! But yes, I’ve just corrected the spelling. Thanks, Ben

  9. @FOWA – The BBC hindering innovation?

    Michael Arrington (TechCrunch) came out with guns blazing at a panel debate on why European startups were trailing behind their US counterparts. One of the reasons? The BBC.
    His reasoning is that the BBC is getting involved in all sorts of markets out…

  10. CBBC World

    “Knowing that the BBC reads every message it receives on it’s children’s message boards…and looking at the volume of use they get, you can deduce (without me breaking any confidentially clauses) that the BBC has a huge moderation budget that th…


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