MTVN Launches Virtual 'Nicktropolis'
The virtual world includes areas built around Nickelodeon properties including "SpongeBob SquarePants," and "Avatar: the Last Airbender." The interface places Nickelodeon content into different "rooms," and allows users to create customizable avatars to travel between rooms, watching Nick videos in virtual movie theaters and playing games in virtual arcades.
Although the site will launch ad-free, MTVN intends to look at ways to monetize the property, ranging from standard ad units to full-site sponsorships, said Steve Youngwood, Nickelodeon executive vice president of digital media. "We think it's a pretty unique online property," he said. "Clearly, there's room for the traditional banners or other more static ad units, but we're also looking for other ways that fit the brand and maintain the integrity of the experience."
Over time, the company will integrate the site more with Nickelodeon's other online property, Nick.com, by incorporating more Nick.com content into the virtual world. "Our goal is to expand the offerings and increase the time spent," he said. "We're tapping into all the tools, video, games, on Nick.com. Everything is interlinked, and as time goes on, Nicktropolis will become more deeply interwoven into Nick.com."