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July 02, 2008

Cartoon Network Announces Mini Match

Cartoon Network New Media announced today Mini Match, a Web-based kids virtual world with multiplayer games, battles, story lines, safe chatting, and customizable avatars. You can jump right in as a guest avatar or register to track your advancements, friends, virtual goods and points earned from games, and new abilities for you avatar.  There are only four environments right now, but they're populated with Cartoon Network-branded content, including characters and games from shows like Ben 10 and Foster's  Home for Imaginary Friends.

As far as I can tell, there's no plan to treat Mini Match as a direct revenue source. Cartoon Network is already working on a slightly older-focused, branded virtual world already with Fusion Fall, which it plans to charge for. Mini Match, instead, seems like a light-weight version, the Casual MMO to Fusion Fall's richer, larger environment.

If that's the case, Cartoon Network is not only investing more in virtual worlds, but recognizing a broad range of appeal and trying to capture multiple experiences.

“Mini Match opens up a whole new world of gaming to our online audience,”  Paul Condolora, senior vice president, digital for Turner Broadcasting System Inc.’s Animation, Young Adults and Kids Media Group, said in a statement. “The action-adventure theme complements some of our most popular shows and provides kids with a safe virtual destination for social gaming. Kids can come and enjoy the multiplayer games or insert themselves into the fabric of the Mini Match story by joining the ranks of ninjas, pirates, space pilots and other characters, customizing their ‘Minis’ with the gear those adventurous characters bring.”

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