Yesterday we noted the soft launch of Bobba a new, 3D virtual world, for mobile users. Currently the services is only available on the Nokia S60, but Juhani Lassila, Director, PR & Communications, Sulake, tells us that this version is largely for testing, and that Bobba will hopefully be appearing on iPhone and iPod touches by Q2 of 2009.
"Bobba is currently in its early stages and Sulake is continually developing it further. The now published beta version is mainly meant for direct end user testing and feedback," Lassila said via email.
Sulake is known for the teen-oriented virtual world Habbo, which sets its minimum age at 13. Bobba, though, limits users to 16 and up and is aiming for a demographic of 16-24. While Lassila notes that the service is in early stages and under development, he says there are also no crossover plans for the virtual worlds so far. With Habbo's average user coming in at 15-years-old, that should help to prevent cannibalizing the existing virtual world's audience. Likewise, there are no plans, says Lassila, to integrate with Sulake's existing mobile world, Mini Friday, which is regarded as an R&D project.
Currently there isn't much competition for mobile worlds overall and none on the iPhone. That's set to change this year, though. Genkii is prepping to launch a 3D world this summer, putting the two head-to-head against each other.
Lassila rightly points out that Genkii currently only offers an IM service for virtual worlds while Bobba is a full environment with the ability to build new spaces, but soon users will have more options. Bobba has the advantage of the Sulake name--and a base of users who grew up with Habbo--but Genkii is also planning on certain features that Bobba isn't, like voice, or hasn't discussed.
With Apple prepping a new OS for the iPhone that will support in-game purchases (e.g., microtransactions for virtual goods), it seems like Bobba could have a clear business model. But when asked if Bobba will apply Habbo's model of mixing sponsorships and virtual currency sales, Lassila said it's too early to comment on the details. That may change, he said, after the user-testing phase.
As for where Bobba fits in for Sulake, the company has already begun hinting at expectations for revenue in the coming years, but Habbo remains the flagship property with Sulake employing "a small development team working on Bobba."
As for the name, which was used to bleep out forbidden words in Habbo?
"Well you need to have some name for your service :)," wrote Lassila. "We just think 'Bobba' is a nice, short Web site name."
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