Farewell, VMK
Posted 04-08-2008 at 12:46 AM by AVP
Updated 04-08-2008 at 12:40 PM by AVP
A few hours ago I read the news that Disney has decided to close the Virtual Magic Kingdom game, a FREE! (and that word will become important later) online multiplayer game created around the time of Disneyland's 50th Anniversary and "designed for 8-14 year olds."

Thinking this must be a late April Fool's joke, I quickly checked the VMK home page and yes, there it was, the official word right from Yavn's mouth. (Yavn is the screen name for one of the VMK producers, a nice guy I've had the pleasure of meeting in real life a few times)

My next stop was the VMKForums Web site, a fan site devoted to all things VMK. Sure enough, the site was in an uproar about the announcements, with the members planning everything from "dress your character in all black" protests to a massive phone and e-mail blitz begging Disney to change their corporate mind.

For a split second, I considered adding my voice to the fray by making my own phone call when the Disney Internet Group offices open tomorrow, but then that little censor in my head overrode any such childish impulse. I suddenly had visions of exactly what such a phone call would sound like...

"Hello, Disney Internet Group? I'm calling to protest the announced closure of Virtual Magic Kingdom."

"No, I'm not calling for my kids - I don't even have kids."

"Yes, I realize it's a child's game, but don't you know adults play too?"

and so on, and so on, and so on.

Seriously - how embarassing to have to try to explain why an adult cares about the fate of a child's video game!

But then the part of me that is actually somewhat upset by this started fighting back. Exactly how is playing VMK any more mock-worthy than spending hours battling crazed rabbids as my husband and friends do with their Wiis, or forming guilds to battle evil wizards as a colleague does on World of Warcraft?

Why is being a hockey or baseball fan somehow more "real" if you're not the one on the ice or running the bases?

And why exactly do I feel defensive about this anyway? Heck, I've spent a good chunk of my life being mocked by "Muggles" for my obsession with all things Disney, but that hasn't prompted me to hide my 5' Sorcerer Mickey plush or stop wearing my extensive collection of Disney Reyn Spooner shirts. Yet even among some of my Disney friends, trying to explain VMK - and admitting that I actually *gasp* play! - is enough to start them down the road to an intervention.

Sure it's a little odd chatting online with another player when you're not sure if the person behind the avatar is 7, 27 or 70, but that's why VMK doesn't let you give out personal information. Don't ask, don't tell. I frequently complain to my husband that "the nine-year-olds" are beating me at the VMK Fireworks or Pirates of the Caribbean game, but I know that a great number of the players are adults.

There's also the whole "professional detachment" thing. It is unseemly to come off as a geeky fan girl when asking for interviews with the people responsible for Disney's online initiatives - even if the first question I now want to ask them is "why, WHY did you do this!?!?" (And on the off chance the person I recently requested an interview with is reading this, I promise not to lead with that question.)

But this is ridiculous. I'm a grown, college-educated adult! I own businesses, create jobs, pay taxes! And I'm not the only adult who spends entirely too many hours hanging out on a virtual Main Street. I guess it's time to come clean, air my dirty secret, stand before my fellow Disney fans and say:

"My name is <name removed>, I'm a responsible adult, and I like VMK."
____________________________________

By way of explaination, Yavn said "VMK was created and launched as part of a promotion to celebrate Disneyland's 50th Anniversary. The game/promotion has ran well beyond the original time it was intended to," and encouraged players to check out Disney's other games like "Pirates of the Caribbean Online, Disney's ToonTown Online, Club Penguin and the upcoming Fairies and Cars online virtual worlds."

What's do all of these things have that VMK doesn't? A registration fee. Sure, there are free, low-feature versions of some of these games, but each of the existing games comes with the option of paying for enhanced access and features. VMK was really just a "proof of concept" for these newer games, and since it isn't generating any cash flow for the company, has probably served its purpose.

What does VMK have that those other games don't? In my opinion, heart. I tried Pirates online during the Beta phase. Not only did the game's graphics make me dizzy and slightly ill, I couldn't figure out if there was EVER anything to do but fight or be fought. Toontown Online is just a little... too... placid?

VMK is built to look like a Disney theme park - you can wander through New Orleans Square, ride the Peter Pan attraction, hop aboard the Monorail. None of the other games offer anything like that atmosphere, a way for people to step "foot" onto Main Street when they are hundreds and thousands of miles away. That has always been the most compelling part of the game to me, and the thing I most wish to see preserved.

I've also been impressed by the sheer amount of creativity that players have demonstrated in the game. VMKers don't just hang out and chat, they build things - personal rooms, rides, quests and games. You would not believe what some of these players can do with just the pixels they are given - and VMK players aren't even allowed to create their own items like some other games allow.

VMK isn't just a game, it's a community of people, and it's truly unfortunate to see that community go away. There are people who met during the "Beta" phase three years ago who are still good online friends today - and don't even know how to contact each outside of VMK due to the "no personal information" policy. I imagine we'll see a lot of players quietly try to circumvent those policies in an effort to stay in touch with their friends.

Several of the "nine-year-olds" on the VMK fan site I mentioned have offered to pay for the game if only Disney would consider allowing it to stick around. I would cheerfully, gladly do the same - so long as there was a reasonable expectation that the Kingdom could be moved onto more powerful servers to solve the lag issues inherent in the current game. I'd even welcome a "new and improved" VMK, where everyone starts fresh in a shiny new Kingdom if that's what Disney felt was the business model they needed to persue.

Whatever happens, I wish I could be there for the final day of VMK. (Instead I'll be on the Disney Magic sailing towards California) I imagine it will be like the last night of the ISP who's name I have long since forgotten, with thousands of people logged on at 9:59:59 PDT to see if they really pull the plug.

Farewell, VMK. It's been fun.

I'm sorry that we never got to do the VMK Virtual MouseAdventure I had planned - that would have been great.

But Yavn - if they do change their mind... you know where to find me.

AVP
Posted in Disneyland, FeaturedComments 3
Total Comments 3Comments
hmm - sounds like VMK became just like Second Life - without even knowing it. However, second life went ahead and allowed people to do things with real money - even online banking. Of course, they now also had their first bank closure - and all the funds are gone - and the guy basically said "it's just a game, right? " second life never had anything to truly protect itself or others against this - and the US courts are not prepared for it.

**** - should have been an Internet attorney :-D
Posted 04-08-2008 at 06:05 PM by olegc
Oh great, just when I introduced my nephew to this game. He plays ToonTown Online, but there's really a limited amount of stuff you can do with the free version, and $80/year seems like too much to spend to me.
Posted Yesterday at 12:11 AM by stan4d_steph
Quote:
Oh great, just when I introduced my nephew to this game. He plays ToonTown Online, but there's really a limited amount of stuff you can do with the free version, and $80/year seems like too much to spend to me.
Especially when there is no reason to believe that the game will continue for any set period of time. By closing VMK, Disney is setting a very unfortunate example. I look at all of the people who bought specific Disney merchandise *just* to get the VMK code that was offered with it, who opted to stay in a Disney-owned hotel at WDW so they would get the special codes that came with such a stay, who made multiple trips to Disneyland to complete quests offered there, who bought specific Disney movies (like Herbie) to get the VMK codes packaged inside, or who bought specific brands of Kellogg's cereal, or who redeemed Disney Movie Rewards points for VMK items, and I really feel for them. Though the announcement said that VMK was a promotional game designed for the 50th anniversary, and has gone on much longer than Disney intended, none of that ever quite made it into the game's marketing message.

Now Disney is essentially saying that none of that matters - it was a promotion, it's over, it's all virtual anyway, time to "graduate" to a new game. Yet their actions have to make players seriously question how much time to devote any time to these new games. Why spend time - or especially money - building a new character in a new community when they could just as easily pull the plug there when the game no longer serves their corporate purpose?

Closing VMK in this manner devalues everything that VMK players have done for the past three years, dismisses the very real community that has been built, puts the lie to all of Disney's marketing about this project and calls into question their long-term commitment to any of their other games. This may sound extreme, but having been once burned by a Disney game, I think players are really going to have to think again about investing so much again.

It's been suggested to me that Disney has no choice but to close VMK. Sulake, the company behind Habbo's Virtual World that actually built VMK for Disney, issued a press release in February announcing their new partnership with the William Morris Agency (link). According to an article in the Hollywood Reporter, Sulake signed a deal with Paramount Digital Entertainment sell licensed "virtual" souvenirs for "The Spiderwick Chronicles," "Beowulf" and "Mean Girls" (link). A day or two before the VMK announcement, Sulake announced a advertising partnership with Double Fusion to provide targeted marketing to consumers within the Habbo worlds (link).

Sulake also created the original online CokeStudios environment, which Coke later rebuilt and now operates independently of Sulake. One rumor floating about is that Sulake is not willing to extend the license of the game they created for Disney. (The timing fits - the game is scheduled to close two days shy of the 3rd anniversary of the Beta launch in 2005, so there may be something to this theory.)

All of this is rumor, and so far Disney isn't talking.

I've been somewhat surprised by the effort many VMK players are making to save this game. I've personally been contacted by three different players asking if MousePlanet would write about the closure, and apparently one of the players actually got CNN to consider running a blurb. (That story was reportedly spiked when Disney would not provide comment.) There are surely more important issues on the world stage, but it's intersting just how committed some of the players really are. There have even been reports that the in-game hosts, presumably Disney employees, have been encouraging players to contact Disney to protest the closure. You can't walk into a public room in VMK right now without seeing a "Save VMK" chant or signature file.

I don't think this is over yet.

AVP

This article comes from another site.

Hope this was okay to post. I didn't post the source to advertise, just to give proper credit.

wow! amazing find! i love this person's blog! But she is right - this game is for "children of all ages" and it offers something that none of the other games offer it's players. A nostalgic connection to the parks.

Greatly said. I wish I could be one of those people staying up 'till the last minutes of VMK, enjoying times with my friends. This game has really opened my eyes and now I understand that nothing lasts forever. I can't bealieve I'm saying this, but thanks VMK :)

I think I've seen this person post on yet another forum. But, it's interesting that she talks about the Sulake connection.
That could be a very good point. But, if it's true, maybe Disney will finally completely take it over and rebuild. I would certainly wait for it.

As for there being other more important things in the world, yes there are. But to a kid with Asperger's or some other form of autism, it is the world. I know of quite a few people like this that play. It's also helped them become more social. And this is just the tip of the iceberg. VMK has actually changed the lives of the thousands of people that play. And most of the time for the better.
While the virtual Disney park experience for me is the great part, it's also the Disney magic that naturally comes out of the game. The people seem to be friendlier and help more within the game. This comes partly from the fact that these people are Disney fans. They like to spread the magic and they hold to the ideals of Walt.

This is why I will fight even after VMK closes.

News of Virtual Magic Kingdom’s (VMK) end brings protests and petitions
by John Frost

Update: There are a few sites out there using this unfortunate news to try and run some scams. From false petitions to copy cat sites that are pretending to rebuild VMK, please be careful and never provide any login or password information. Especially do not provide credit card information.

I never had a chance to log in to Disney’s Virtual Magic Kingdom (VMK) Massively Multiplayer Online Game (MMOG) and now with the news it will be shuttered in May, I probably never will. That’s too bad for me, but for the tens of thousands of active players and the hundreds of thousands who played casually, it’s the bad news they didn’t want to hear.

Rich summed it up eloquently in this comment:

Year of a Million Dreams? Making Dreams Come True? I bet many kids had nightmares last night because of this. VMK is a place that kids and adults have had fun together - much like Walt’s original plans for Disneyland - and I know because many’s the time I as an adult have had fun there, both with my tween-age son as well as by myself and by himself.

When there were Virtual Magic Kingdom quests, cards and pins at Walt’s original Magic Kingdom as well as the version of it in Orlando - and even VMK tie-ins at the Disney Rewards website - it was a perfect example of what Bob Iger is now calling The Disney Difference and what used to be referred to as Disney Synergy.

Instead of using your Disney Movie Rewards to have Disney real things shipped to you, your option was to also use those points you collected after buying Disney DVDs to “buy” virtual items which appeared in the VMK virtual world. Things Disney fans “bought” will magically disappear next month like an evil spell from a Disney villain.

Not only was VMK free to join and free to play, but it was free advertising for the Disney resorts and the other Disney online game sites. But Iger’s business model has apparently changed and now Disney wants to have paid subscribers on its online virtual worlds.

But why, if that is the case, does Disney feel the need to pull the plug on VMK.com instead of converting it into a virtual world with an entry fee? After all, we are all used to paying admission when going to the Disney parks; why not the virtual versions of them, too? Did Disney feel it wasn’t getting enough long-term good will and free advertising for Disneyland and Walt Disney World?

Instead, now they’ve made kids and adults unhappy, taking away the bit of Disney park fun one can experience a bit of at home while dreaming of one day going to or returning to Disney’s real theme parks. This is Bad Show in my opinion.

My wife has suggested VMK fans all should hold one or more jazz funerals in VMK’s virtual New Orleans Square similar to how we do it in real life in the real New Orleans. VMK will be gone, but not forgotten.

And lingering in the back of people’s minds who might switch to Disney’s pay-for-play online games will be the dark thought that no matter how much fun Disney fans have at these virtual worlds, at some time in the future Disney will unexpectedly close these places down, too.

- Rich Koster (who, at the DisneyEcho eMuck, is also making some virtual magic of his own)

I too wonder why Disney hasn’t at least decided to try and switch to a pay-for-play system. I too wonder why Disney isn’t making some effort to continue this community somehow. There is a reality of running an online community that at some point it grows beyond the owner’s control and becomes their responsibility.

If you’re wondering the same or similar things, go visit one of the Save VMK fan sites and sign the petitions. One already has over 5000 signatures. If I had over 5000 people willing to pay to visit my site, I’d be pretty happy, let me tell you.




Another from a different site

Hmm... the Sulake connection sounds familiar- oh, perhaps it is because I was the one to suggest it here (http://www.vmkforums.com/forums/showpost.php?p=1983536&postcount=345) on VMK Forums.

At least the blog author at <other site> could have attributed some credit rather than state that the idea was "suggested" to her.

We may never really know the complete picture or reasons why VMK had to close- being angry about this won't change the outcome and I wanted to make the point that sending angry, vitriol filled letters directed at Disney or comments that somehow VMK lied to people may not be telling of the real story as I'm sure that those who worked on VMK for Disney were just as shocked by the sudden announcement of VMK's end.

When sending comments in to Disney about your frustration with VMK's closing be mindful of the tone of the message that you're sending. It's my belief that perhaps Disney upper management might not understand the value of what VMK has brought to the community because it's not something they see on a spreadsheet and simply sending a message directed at them that is focused on how much they stink, or how could they possibly take VMK away doesn't hold any meaning if they don't know exactly what is being taken away.

So if I can suggest that if you are sending in comments and want to have your message heard then let your audience know specifically what meaning VMK has for you so they can understand what is at stake with losing VMK.

I've always found that in order for you to expect to have a good customer service response, you need to clearly state what the issue is, how it affects you and only then can you offer a suggestion on how they can correct the issue.

Just making demands or pleas to not close VMK has no relevance or meaning to the person reading your message if it's not framed in proper context so they can relate to it and not need a spreadsheet to understand that point.

Finally, I would also make a rally call to those who have been a part of VMK to make the most of the time that remains. Don't be caught up too much in your anger over what is happening to miss out on enjoying and cementing fresh memories of the special place that VMK truly represents.

I know that many people have sold off things, or started to dismantle rooms out of disappointment, anger or frustration but doing just the opposite- building up and really sending VMK out with a bang might be a way to really show those who might not understand what VMK is all about (like those executives at Disney) just how truly special the community is and how empty things will be without that presence.

Just my 2 cents.

Hmm, I'm probably one of the top 20 Fireworks players on the game, and I'm not even close to being an adult. I really hope all of these petitions and things change the way Disney's thinking.

Great words, great job Greenway.
I use to love playing Diablo on lone, was on the top ladders many times.
I was a Mouseketeer in 1962.
I have loved playing this game, I am most definately an adult, and will miss everyone.

Made a big mistake in VMK, got band and did everything I could to keep playing, making upwards of 600 avatars, with really only 3 really "sticking".

To all, I( have had great fun. I am currently trying to put all my inventory into a ride of rooms concept just for fun.

Enjoy while you can I say :)

Have a great VMK day ;)

Omg those made me tear up:( But I also care about Vmk just like alot of you...I dont understand why Disney doesn't look at the polls of who plays more online games....$$$$$$Moms ages 30 and up$$$$$$$...I am happy those people put those letters together...Please share more

The only problem with all these good things that come out of this, think of the kids with diseases that hinder them from doing much. This game helps them cope and change that so that they can learn. Everyone loves the game and disney just rips it away? Disney is different now, they want more money than they want to see children happy. thats just my two cents.

Disney's Virtual Magic Kingdom to Close Doors
Disney has launched plenty of new virtual worlds since its early foray with Virtual Magic Kingdom, and now those new worlds will have to carry the load. On May 21, Disney is closing down Virtual Magic Kindgom. Launched to celebrate the 50th anniversary of Disneyland in 2005, the virtual attraction saw strong enough numbers to keep it running for three unexpected years, but, as producer ["Yavn"] explained in a newsletter earlier this week, "the game has lived well beyond the originally intended time it was planned to run."

"At Disney we're still committed to building communities and online virtual worlds – and we're looking forward to providing you the opportunity to enjoy other exciting new experiences," Mendelsohn continued.

That's readily apparent. Disney plans to invest up to $100 million in 10 new virtual worlds, including one based on Cars to tie in to themed physical park expansions. Likewise, at the same time that Disney launched the virtual world, PIxie Hollow, for the Disney Fairies brand, and an accompanying series of toys, Clickables, it announced a new team dedicated to addressing virtual worlds.

The team is led by SVP Steve Parkis, answers to EVP of DIsney Online Paul Yanover, and will include members from the team that created Disney.com XD, an interactive community, and Disney Online’s Virtual Reality Studio, the group behind ToonTown Online and Pirates of the Caribbean Online.

Will the VMK team find a new home there?

"Well, we're all moving onto other projects here at Disney and positively looking ahead to the future," explained Mendelsohn. "Me and a few other team members have already moved to other projects (but are still making sure VMK is running smoothly until it closes)."

The question always comes up at conferences, what happens when a world closes? Usually it gets laughed off--you wouldn't close down a successful world, and if it's unsuccessful, nobody cares--but as of two years ago VMK still had 1 million player characters (the most recent numbers I've seen). Now, according to the FAQ, those players and their items are finished: "Since the virtual items live in VMK, you won't be able to access your VMK items or take them with you to another Disney Online Virtual World."

If nothing else, it could make for a good case study. With that in mind, the forum where the newsletter is posted makes for interesting reading.

I'd like to post the source, but it appears doing so is against forum policies. I'll just say it's from a blog that deals with virtual worlds. If you can find this article, you should take time to read the articulate comments made to it.

I was working there, when they announced the golden 50th Anniversary. They had the merchandise, clothing, and food containment items. Then they showed a pilot to VMK, it was so interesting. Earn points Hidden Mickey Quest, create a in park character get free stuff. Woo hoo. Bonus. When I left working for the park. I miss being there so much that I decided to join VMK. It became such an infatuation for me. I wanted all the cool stuff, win quests at the Parks and in the game. I even got cereal, bought videos, and items that were sold on ebay. Played movie promotion sites to get these virtual items for my character. We invested so much time and effort to earn points in games just to make rooms, build, and create quests. The most important vmk value of all, was the friendship with the other players. I was so amazed by the kindness, generousity, and the comfort talking to them when things are bad in real life. They made the playing vmk worth while. They made me laugh, cry, happy, and touched my heart. Its so sad to let them go when the gates close May 21st. Worse, is that I may never see them or talk to them again. So Yavn? Here what I have to say. There are frienships out there that are worth keeping around especially if you have them for three years. How can you say, It's like'Im graduating to a better horizon.' Well there are friends who do keep in contact even after they graduate or move away. What kind of an excuse is that?
When somebody in the game said, "Vmk is boring." Are they crazy? It all depends who are you with and how you make of it. I love the themes that every month put out and the exciting games that the hosts put out. The BlackPearl Quest ? It drove me crazy trying to past these tasks and I spent a day and half on the computer ignoring all the real life chores just to win it. Even though, I didn't get the wonderful prizes but we learned the values of trust and teamwork and gain more friends in the making. I gained more friends after the quest only to find out they're closing May 21st. Worse, I finally got my niece. my best guy friend, and my sister in law to play. My niece stayed around to play so I worked extra hard to get her to play. She was upset when she found out vmk is closing next May. We've all bonded together as a family and keep in touched through this game. We get so excited to go to the disney parks and work together to win the park quests.
Imagine the profit gain to make a pay to play or simpy just selling products alone.
Oh the psychological damage that will do to these people. Building a dream up, working hard to buy things and making friends and a suddenly say, " Its over. we're closing. Good bye! Have a magical day!" have you read the messages on the petitions? That these vmkers will do. it really sounds dramatic and as a parent should be concerned about their well being. Closing down vmk is sort of like wiping out an entire city. That's what VMK is.. a disney community. Lets fight ladies and gentleman, boys and girls. Sign a petition a Save Vmk today or reach your local newspaper anything to save this disney community. May 21st is the closing day.

So *sigh* I may never have the Sparrow Suit, the blue stitch or the all of the magic pins. LOL My battle of elements ride which was three years in the making will never be complete. I am so battling whether I should sell my items or wait til the end.

thank you so much for the memories and your friendship. it means alot to me.

I know how that person feels, having to explain why an adult cares about a kids game. I like kid things too, and I feel like "Well why take it out on me, cause you're jelous I'm not having to play by adult rules?"

I also feel this plays alot into the issue violent games in general. For some reason, your more respected as an adult gamer if you play violent games vs non-violent or "kiddy" games. Which also reminds me of a joke. Why do they call games for adults mature, when the adults who play those games are anything but? Somehow slaying some sort of creature in WoW is being more of an adult, than understanding the complex strategy involved in a game like VMK? It's cutesy, ok, who cares? You know, this is why people like Japanese culture, they don't care if you like cute. They embrace cute, they even have a Pokemon painted airplane!

If had called them, they'd probably would have hung up on me because I would've gone into a complete rant, about how somehow it's more valid of an adult player to play games that involve some sort of violence towards others, than a game that doesn't involve violence. How is that adult, or mature? I mean, if they cared then when you put in your birthdate, and it showed up as older than a kid, it wouldn't let you sign up. My guess this person might've contacted a newb, or some flunkie working the phones over there.

Yeah it's a game for kids. Isn't the whole idea behind Disney is that it should be available to people who are kids at heart too. I mean, it's just beyond me.

It's like the Coke ad they had on during Superbowl 07', I think. I don't really watch sports, but I was interested in seeing the ads that year. They had one where there was a video game guy, in a town similar to a town in Grand Theft Auto. Instead of destroying the city, he helped to save it. I was like, what happened to video games? When did it become cool to be the bad guy? You know, I'd play a game where I'd save a town like GTA from people who tried to ruin it. But noooo, these days it's all about look how cool I am, driving around and hitting people, and beating them with baseball bats ect. It's wrong.

This rant is done.

:schilder041:

The end of VMK!

I love this persons comment is is so true i have a neighbor that is an adult that play with me and her daughter we are very sad this is happening i will miss ya Trivial PoemPrincess Aceguyace PandaDude and allmy other friends!!

i LOVE this thanks for posting it

The only problem with all these good things that come out of this, think of the kids with diseases that hinder them from doing much. This game helps them cope and change that so that they can learn. Everyone loves the game and disney just rips it away? Disney is different now, they want more money than they want to see children happy. thats just my two cents.

Im one of those kids of which you speak, and I only have four friends in real life i can cope with
on vmk, I hae 150 friends, who i can cope with easily, and to have them all go away and go back from 154 total, to four friends, makes me look at the name disney in shame. Take it from me, that I am one of those kids with a disease, that vmk has been the only experience in my life that I will NEVER forget, and I will always look back on the good and bad times.

Aww great blogs. :) Hopefully we can make an impact on Disney, even if we can't change VMK's closing.

lol u wrote exactly what i was thinkin when u said that all the other games have fees. its like , toontown, u pay full time, POTCO, you pay to go on and, CP, you pay to get extra things and more access u no? this is such a pathetic idea. i worked up so much i had too much fun just 2 quit! and whats the point of all the new stuff if its gonna close?? the checkers and such this has to be a joke ! there might be a new game that comes out thats like it but nothing will ever take its place......EVER.

When Community Ends

There is nothing more devastating, in my opinion, than when community is disrupted. This happens when groups split up, when people move, when people get sick, there's a natural (or unnatural) disaster, or even death. It's always traumatic and sometimes it causes us to lose trust in the overseer of that community, whether that be a person, a group of people or God. I could go on and on, but I'll just cut to the chase.

Many of you know that my girls and I, although in the past year definitely more me, have been part of an online community/game run by Disney called VMK, or Virtual Magic Kingdom. Almost three years ago, I got this goofy email from Disney asking me if I'd like to be a cool mom and sign my child up for this new community. Of course, at the time, I was completely in love with Disney. We'd made several trips there, our family had enjoyed a few Disney vacations and I honestly didn't know what I was getting myself into!! I'd never joined an online community, let alone an online game.

To make a long story short, what Disney had apparently intended to be a year long 50th anniversary promotion (of course, that intent was never really communicated at onset to their fans), ended up continuing into a huge, three year online community/game complete with message boards, expert room builders, expert gamers, people having multiple "mules" and VMKers amassing massive amounts of virtual "stuff"! There were (and probably still are) sales of these virtual items on ebay, bringing in loads of money.

My part in all of this?? I joined two online communities, met in person a few of the people I met online (not recommending this, although for me it's been fine), and enjoyed some of my downtime with friends I've made in the game. It's an environment where we all have made our own rooms, can chat with each other, play a few games Disney has added and wander around the Magic Kingdom online. Really... it's just fun! Kt enjoys decorating her rooms with credits I win for her, Em enjoys buying costumes and changing her clothes. We completed several of their in park quests while on various vacations and have brought home virtual prizes that we've shared with friends who can't make it to the parks.

VMK, while it's not as large as some other online communities such as Second Life or Hobotown(?), has on average 6,000-8,000 players on line in the evenings and on weekends. Right now, it serves people all over the world, many of whom stay up all hours of the night to play as it's only open from 10am - 1am eastern time. There are message boards for Disney addicts who play, for small groups of friends who play and I've even visited one that is totally devoted to room building. While there are frustrating things about the game (like the fact that the bigger the kingdom gets, the fewer things my laptop can handle!), the fact that people can mingle online is the one thing about VMK that brings everyone back.

For this whole school year, I've basically been off of VMK, unable to play games but checking in with everyone when I can. Yes, I have friends on the game. I call them friends because they are. I'd like to think that if I met them in person I'd still like them, but I don't know that! LOL Online, they are friends, a community. I've seen people meet through VMK and get married, have regular park meet-ups and we've gone through losing people, medical issues, marriage issues, parented together - sometimes I've even felt like some of these people are like family. On one board, they affectionately refer to each other as "ohana", which means family... from Lilo & Stitch. So, why am I telling you all this???

Disney announced to it's VMK players through a newsletter hidden on the VMK page that on May 21st, they will shutting off VMK. That's it - just ending it. No warning, in fact they've produced a surge of VMK items and events in the past three months that would have led any VMKer to assume quite the opposite. Instead, they are just shuttering the entire community, without nary a sign of remorse. It's a big deal for a lot of people. For me, it's sad, disappointing, but most of all kind of the last straw for me and Disney. I had always been prepared for the possibility that Disney would convert this game into a pay to play venue, but just turning it off? It just seems like a failure to see the limitless possibilities, but more importantly I'm shocked that a supposedly family oriented company that relies on it's die hard Disney freaks would effectively decimate such a hugely successful venture.

Disney aside, because their luster has faded in my eyes, I'm sad that I can't check in with my virtual friends anymore. Of all the online communities I've seen - Second Life, Webkins, Hobo, World of Warcraft(?) - VMK is a stand alone in my opinion. It's monitored fairly well, has some fun games, is familiar to anyone who knows anything about Disney and can be fun for kids and adults as well. I don't believe that anyone foresaw the potential the creation of this community would have, and they obviously don't see the impact that breaking it up will have on those who have come to love it.

So, what happens when we're separated from our community, when the world we once felt comfortable in vaporizes?? I'm not sure, because in real life that's just a rare, extremely traumatic event. An earthquake, war, tornadoes, death, tsunami, or even 9/11 are examples of the instantaneous breakdown of community. This does not quite compare to something that catastrophic, at least not at first sight. This community will disappear in an instant, with no fanfare, no FEMA, no outpouring of sympathy. In fact, for most people it will not even be a blip on their radar. But I'm willing to bet that for many, kids, teenagers and adults, there will be a void that can't easily be replaced with something similar. Friends we knew only online will be gone. I'm also willing to bet that in this age of increased virtual activity, we'll see more communities end like this. I guess I just never thought it would happen by the hand of Disney!

from someone posting her tiny voice in this big world. dannaluv at a blog spot.

Disney Fans Petition to Save Virtual Magic Kingdom
by Tim Stevens, posted Apr 15th 2008 at 9:53AM

Disney's Magic Kingdom at Walt Disney World is, as the name implies, a rather magical place. It's also not a place that is close (or cheap) enough for everyone to attend whenever they want. It was no surprise, then, that when Disney launched an online Virtual Magic Kingdom (VMK) back in 2005, kids everywhere wanted to get in on the action.

And, just as in real life, said children aren't too inclined to leave, either. As a result, Disney's announcement of the end of support for the VMK has resulted in an online petition launched by the kids and their parents, according to W Orlando.

Over 11,000 people have signed the petition. Even so, Disney has said the site has already been up far longer than originally planned, and now plans to wrap the service for good on May 21.

Given how successful most online petitions are, it doesn't seem altogether likely this one will change anything.
Not quite as positive, but more coverage anyway

VMK: Saving Disney’s Virtual Magic Kingdom
by John Frost

This is the story of how Disney’s Virtual Magic Kingdom (VMK) came to its end and how and why it doesn’t have to be that way.

The year is 1959. Walt Disney’s Magic Kingdom of Disneyland is just about to enter its third year of operations. Disneyland has been very successful not just in attendance, but in creating a new type of community; a remaking of Main Street America in Walt’s image. Walt calls Disneyland his great experiment. He uses it to cross-promote his movies, television shows, and his growing interest in urban planning.

However, something is not quite right. The surrounding area has penned his magical kingdom in with cheap looking motels and tourist traps. Disneyland really needs to grow, add new attractions, even remake whole parts of the theme park that just aren’t working. Walt has got grand ideas, add a steel roller coaster hidden inside the Matterhorn, bring online a monorail system (even extending to Downtown Los Angeles), remake parts of Fantasyland, Frontierland, Tomorrowland and even Main Street. Perhaps to open even a whole new city where urban blight will be a thing of the past.

All that will cost money, take time, and talent. Those are resources Walt could use elsewhere in his growing company. So he decides that his ‘experiment’ in 360 degree themed entertainment has been a success. But he wants those customers go enjoy one of his other projects where there is a higher margin so he can afford his future plans.

So, shocking everyone who has come to love and enjoy Disneyland, worked there, made friends there, even come to regard its wide avenues and wondrous attractions as part of Americana itself, Walt Disney decides to end his experiment and set up shop elsewhere (perhaps Florida, where he’ll have more room).

In retrospect, we know that Walt Disney would have been crazy to make that move. Spending the money in the years between 1959 and 1967 was a great investment in Disneyland and in the Disney company brand. But at the time, it probably seemed like a reasonable option when faced with plenty of other opportunities to spend that cash.

Plus, by 1959, just a scant four years after opening, Disneyland really did belong to America. Walt’s tie-ins with his other properties (Mickey Mouse Club, True Life Adventures, the animated films) and his great sense of knowing what Americans wanted in their entertainment diet, even if they didn’t, made sure that Disneyland and America were inextricably tied.

Now, I’m not trying to equate the Disney’s Virtual Magic Kingdom (VMK) with present day Disneyland. But isn’t it a lot like Disneyland was in 1959?

Ironically, Disneyland plays a part in the killing of VMK, or rather, the way the Walt Disney Company does its internal accounting played a role. You see while you and I may see The Walt Disney Company as one behemoth organization with just a few brands — Disney, ESPN, Pixar (?) — that’s even how it presents itself in the annual report, the company sees itself as hundreds of little businesses (or divisions) each operating on two levels of sales.

The first level is with the general public. Each division is required to maximize its sales to the public. Eisner and crew saw this as a short term thing with 20% profits required from nearly every business unit (down to each individual churro cart at the theme parks) in order to justify its continued existence. Was that magic margin not reached, then cuts were required. Luckily it seems as if the current management team is a little more broad and long-term in its thinking. But they still want to maximize profit.

The second level is internal sales. As it turns out when Disneyland wants something built by Imagineering, they have to “pay” WDI to do it for them. Yes, it’s still the same company, but internal accounting rules require it. Those Pirates Of The Caribbean premieres at Disneyland the last five years? All paid for by Walt Disney Pictures, even the extra cast member hours required to staff the event.

When Disney Parks (I still hate that name for the division — could it be any less magical) wanted an online promotion as part of the world wide celebration of Disneyland’s 50th Anniversary, they paid Disney Online to set it up for them. Disney Online then went and licensed the software from Sulake Corporation to build the Virtual Magic Kingdom. I understand that Disney Online also did some additional programming work on top of what Sulake provided.

There have been some discussions recently that VMK is closing due to the original licensing agreement with Sulake coming to an end. Sulake did just sign an ‘exclusive’ agreement with Paramount Studios to provide virtual worlds for their film properties. That may have had something to do with it, but I haven’t been able to confirm that one way or another.

What I am hearing is that Disney Parks considers the 50th Anniversary promotion all wrapped up. They cut off funding for the project to Disney Online many months ago and that Disney Online has been looking at ways to continue VMK since then despite the loss of internal funding.

To switch to a pay-for-play system would require re-coding the entire game nearly from the ground up. It’s not even clear that Sulake would license them to do so. VMK has not attracted the kinds of numbers that would sustain an advertising supported system, and it’s not clear that Disney would want to do that anyway. Plus Disney does have other virtual worlds that these players can migrate too, so it’s not as if they’re totally cut off. Without any funds coming from the promotional budget of another department, it was time to turn out the virtual lights at the Virtual Magic Kingdom.

So, I guess the real villain of this story is Disney Parks who paid for the creation of such a wonderful place like VMK; fostered an online community of die-hard brand loyalists; and then cut off funding for the project without a care for the world they created and the people that inhabit it.

Of course, none of this internal accounting matters to fans of Disney’s VMK. They just know that their virtual Disneyland is going away.

Many of them are fighting mad. They’re doing what they can with websites, letters, petitions, comments to this blog and every other story they can find, in order to save VMK.

The effort is getting some play in industry websites and in the news media as well. The W story was picked up by briefly by CNN.com.

As of this writing one site has over 11,000 signatures on its petition and another site has over 7800. While there is probably some overlap there, that’s fairly large numbers. But in Disney’s world of accounting, it’s probably not enough to save VMK.

Game operators at VMK have responded to the player’s outcry:

Please know that the decision to close VMK was not made without a great deal of thought and discussion – because we loved creating VMK just as much as you loved playing it. We considered many options prior to closing but ultimately determined that VMK had accomplished its goal and then some. VMK was a valuable part of the Disneyland 50th Celebration, but it was never meant to live on forever. It’s now time to focus our resources on our new virtual worlds.

If you read between the lines you see the fingerprints of internal accounting everywhere in this statement. You also see a decision to abandon the game. I’m sure it was not made lightly. But it was made nonetheless and they don’t appear likely to reverse it.

So what can Disney do to relieve some of the pain being felt by their players?

Having been actively involved in various internet communities since the early 90s, I’ve gone through a few of these situations myself. Of the two that stand out, one was a Listserv (automated email list) and the other a MUD (a text based virtual world). In both cases they were shuttered by the owner, but rescued by a sympathetic system admin who had access to a recent subscriber list. Listservs and MUDs are fairly easy to set up assuming you have access to server resources required to run them. Both communities survive to this day, different from the original, but close enough that friends were able to stay in contact, etc.

The situation with Disney’s Virtual Magic Kingdom is a bit different. First, its not a bunch of college students playing hookie from class to complete that last quest before they level. Second, VMK has a lot of children. There are restrictions on chatting and what-not that restrict the dynamic of the game, but also made it a relatively safe place to play online. Along the same lines privacy is taken seriously, Disney isn’t just going to hand over the subscriber list to anyone. Third, Disney has internal goals. Those include directing existing players to other products.

That does not excuse Disney from setting up some sort of safe place where the community can still function while it transitions. This not only provides a win for the community, but a channel to direct these players to other properties, perhaps even as focus group members or other special status. It could be a discussion group (similar to Google groups) or a special sub-area of one of the new games where VMK handles and logins will still work. There are no doubt a few technical and privacy challenges to overcome here, but certainly fewer than recreating VMK from the ground up.

One of the lessons of Web 2.0, Social Media, whatever you want to call, it is that there is a responsibility to the community you foster. The information superhighway is now a two way street with content being created by brands and by consumers of those brands. There is co-ownership of that content. You have to respect the bonds that creates.

The decision to terminate VMK would be different if it was a buy-out or the Walt Disney Company was in financial trouble of some sort. Fans and players expect some change in those instances. However, neither are the case here. Instead this is abandonment of loyal brand loving consumers, pure and simple.

The game itself may die, but Disney’s responsibility to the community does not. I’m hoping that Disney will make some sort of effort to do the right thing and create a transitional space for VMK’s community until it is able to find a home in one of the other nooks and crannies of the net. It may not be the easiest thing to do, but it’s the right thing to do. Your fans will thank you for it instead of hate you as is happening now.

Wow, this guy really knows his stuff. Thought pessimistic about saving VMK as it is or even as a pay-to-play property, he does show how Disney has a responsibility to preserve the community. One other note, he does confirm that CNN did pick up the VMK story, if only momentarily

The volume of articles found today is encouraging. Here's another:
Tuesday, April 15, 2008
Disney vs. Residents of The Virtual Magic Kingdom
Only a few days after Disney Online announced the imminent closure of the online Virtual Magic Kingdom (VMK) there are a number of petitions circulating to try and keep the worlds running. While the effort is commendable and indicative of how powerful virtual worlds have become, it is not going to happen. However, Disney is not entirely off the hook. The manner in which Disney is closing VMK will unravel much of the good will and support it gained from the current user base. Not to mention their parents.

Disney cannot be expected to run the Virtual Magic Kingdom forever. It was a celebratory, gracious, and deep offering to commemorate the 50th anniversary of the Disneyland Theme Park. It was originally intended to run alongside the 18th month celebration from January 2005 to July 2006. VMK made it almost two years past its sell-by date. However, to expect Disney to maintain and support a service that was never built with a sustainable business model is unreasonable and uninformed. VMK was never built to be a long-term virtual world and to turn it into one would require an entirely new world, built to different standards, and constructed outside the existing VMK. Disney is surely contemplating just such a virtual world and with the wealth of Disney IP available to fill a virtual world: even if done poorly, it would surely be a success.

However, Disney must have been losing a lot of money on VMK or the world was taking too much time and effort away from getting a new virtual world off the ground. How else can you explain dropping tens of thousands of users off the deep end? Virtual Magic Kingdom built a lot of good will for Disney. It helped establish the company in the virtual world space and gained a large following in the process. There are a lot of upset children, tweens, and parents glaring at Disney and asking why their world is being taken away from them. Disney’s remaining virtual world offerings in the youth-oriented space are popular and profitable, but do not capitalize on Disney’s IP lineup. Toontown Online and Club Penguin both serve a younger demographic than the typical VMK resident and do not utilize the Disney IP library to engage users.

We realize the technology that VMK was built upon was licensed from Sulake. We realize Sulake’s own Habbo Hotel virtual world has increasing relevance in the North American market and this could have sped up the VMK closure. We realize there are behind-the-scenes details unknown to all but Disney. Regardless, Disney needed an exit strategy; a plan to move these VMK residents into a new virtual world. A virtual world with an economy and a way to pay Disney for all the IP related digital content, social networking features and ways to interact with some of the world’s most recognized characters. Instead the company is looking back at angry residents searching for a new virtual world to inhabit. Hopefully Disney will come back soon with a new neighborhood for its fans to inhabit.
Labels: club penguin, disney, toontown, virtual magic kingdom, virtual world

posted by Peter Shackelford at 2:51 PM

Still more...
Disney VMK or Virtual Magic Kingdom
April 15, 2008

Disney has lost it’s way it seems. For the first time I have seen Disney do something that hurts itself and the kids it celebrates so much. They are closing the Virtual Magic Kingdom (VMK).

I know this has hit home in my house. My younger daughter is in tears over this closing. She loves this game like no other. We are a family of Disney nuts so we were happy with her playing on it knowing it was Disney so child friendly. In May all that will be gone and I have to say I am not sure how to deal with it.

Part of me say she will get over it and move on, but part of me also says Disney should not be closing this and it has started to change my opinion of Disney and not in a good way. I love that Disney that lets us all be kids in the parks, and we go there every few years to enjoy a vacation that can only be Disney. Heck we are even DVC members (own their time share) and love it. Now I don’t know what to do. I am going to attach contact info at the bottom of the post on efforts to save Disney Virtual Magic Kingdom. If you have kids, or still in contact with your inner kid drop them a note.

What if we don’t save it?? I don’t know. I do know that my image of Disney has taken a big hit for the pain it is causing my daughter. I was hooked, and I got them hooked on Disney. They seemed to be different, but now they are starting to look like any other company that is out for my money. This will take a few days to sink in then I will see where I stand with them. I guess I will start with writing them and go from there.

You can contact the Disney Internet Group via:

CALL:
818-623-3200
818-623-3764
866 993-6263

Source: By Tekmage’s Blog

Bombarding you all with a lot of stuff. But once again the amount of coverage in blogs is showing that the word is out and peopl are paying attention.
Fans speak out passionately on Disney's Virtual Magic Kingdom closing
by Mike Schramm Apr 14th 2008 @ 3:30PM

We reported on the closing of Disney's Virtual Magic Kingdom the other day, and at the time, it seemed like business as usual -- Disney had created the virtual world for an event, and the event was over, so it was time for the world to close. But the comments thread over on this Virtual Worlds news post about the closing has to be seen to be believed: fans of this place loved it completely and are painfully heartbroken over its closing. There are tons of eloquent, emotional comments lauding VMK for its sense of community, the friends made there, and the opportunity to connect on a virtual level with other people and Disney's attractions when, for various reasons, the same can't be done in real life.

What's most amazing here is that, from these comments, it seems VMK was one of the strongest virtual communities out there. This is why we play these MMO games -- to connect with others online, to experience things that can't be experienced any other way, and to create connections that otherwise wouldn't be there. It's an amazing story -- here's an MMO that worked perfectly in terms of building community and developing social connections between players, and yet Disney chooses to close it down.

There is a petition online, with 11,000 signatures as of this writing, to keep VMK open. Disney has responded to this emotion with a short statement only saying "we hear you," and the game itself is still set to close down as planned on May 21st.

Thanks for merging, Jezibabe, I'll try to keep that same format (must remember not to double post) any how, BonoGirl sent me this:

Disney’s Virtual Magic Kingdom Virtually Closed
By Hib in Disney, R.I.P., features on April 15th, 2008

I just returned from Orlando, Florida, and five days at Walt Disney World. On the very last shuttle bus ride we took (the Disney “Magical Express” back to the decidedly un-magical security checkpoint at Orlando International Airport), they showed a promotional movie on the bus, doing everything short of casting voodoo spells to get you to come back. One of the last things in this movie was a short commercial inviting everyone to visit VMK.com, the virtual online version of DisneyWorld. That was yesterday, April 14.

Today, I fire up the computer to start catching up on things, and find this on Raph’s blog:

Disney is shuttering Virtual Magic Kingdom. Nobody knows how many active users it has these days, and Disney is of course moving aggressively into more virtual worlds, encouraging users to switch to Toontown, Pirates of the Caribbean Online, and Club Penguin.

First off, this was announced on April 9, which means that Disney (usually a company that’s right bang on top of things promotionally) was still trying to get people to visit VMK.com five days after they announced it will be closed in a month and a half. Admittedly, reworking that canned promotional video isn’t going to be high on the Disney priority list, but still. “Yavn”, producer for VMK and the man with the unenviable task of announcing the news that the world will be shuttered, has also issued an update on the situation after the expected outpouring of dismay.

So it’s been a difficult past few days for all of us. I know many of you are upset – some upset with me, some upset with the company, and lots of you just plain upset. Many of you are still struggling to understand the decision we made to close Virtual Magic Kingdom. We hear you and we share your concern and sorrow.

Please know that the decision to close VMK was not made without a great deal of thought and discussion – because we loved creating VMK just as much as you loved playing it. We considered many options prior to closing but ultimately determined that VMK had accomplished its goal and then some. VMK was a valuable part of the Disneyland 50th Celebration, but it was never meant to live on forever. It’s now time to focus our resources on our new virtual worlds.

Please enjoy VMK while you can, and let’s all be thankful that we got to enjoy the game for as long as we did.

At this point, the Disney corporation is going to have the chance to experience the ugly side of virtual worlds…specifically, what happens when you give someone a new home, new friends and activities, and in the case of VMK a new lease on life, and then take it away from them.

Disney goes out of its way to sell the premise that they’re “making dreams come true”. In fact, right now WDW has one of their usual park-wide promotions in progress, “The Year of A Million Dreams”.

Apparently, my dream was to win a hat while standing in line for the Tower of Terror.

But that’s beside the point. The point is this…despite the fact that VMK has “accomplished its goal and then some” (a phrase that, in the language of PR, translates to: “It’s served its purpose.”), Disney now finds itself in the position of telling at least a quarter of a million fans of their product “We’re making your dreams come true…well, except for this one.”

If the press grabs onto the angles inherent in this story like the 11 year old with Spinal Muscular Atrophy who wrote ” I love VMK cause I can WALK, TALK, EAT, DANCE, SHOP and play checkers all by myself. PLEASE HELP ME! Love, Madison p.s. VMK is GERM FREE too! p.s.s. and no one stares at me there.”, would Disney keep the world open in some fashion?

If so, it’ll be after the press splash, so they can show the world once again how they DO make dreams come true, this time by valiantly keeping their virtual world open…”for the children”.

The countdown to the Disney PR department leaking that story to the press has begun, probably on ABC (since Disney owns it and can control the way it’s presented).

And yes, I AM that cynical.

Today's Bump

Here's what I have found today

Disney Fans and parents worldwide are upset that The Walt Disney Internet Group, a division of The Walt Disney Company has announced plans to close down Virtual Magic Kingdom (VMK), a safe online gaming community created for kids which launched in 2005. Several fan petitions have been created in response to Disney's decision, hundreds are creating original (video) content and thousands are rallying together to try and save VMK from closing next month.

"Disney has shunned families and children worldwide with this news," exclaimed Sandra Garcia, a Disney parent from New York City. This mother of two active VMK players goes on to reveal "it's a shame, a real shame that Disney is calling VMK nothing but a promotion. These are real children, they are not promotions but real human beings. My daughters are devastated. I am outraged with Disney over this."

Immediately after the announcement, several petitions sprung up, one has garnered over 7,500 signatures, of which 4,000 of them attained within 48 hours of the news and over 160,000 page views.

"Every VMK player is stunned by this sudden announcement," explains Josh Goldstein, a long-term VMK player. "We were even more shocked that VMK is being referred to as nothing more than a promotion," a strong sentiment that is felt among the entire VMK gaming community worldwide. "Where are we suppose to go? How do we keep in touch with our friends? There is nothing like VMK anywhere else!" exclaims Josh. The decision to close VMK effectively leaves behind over a quarter of a million players with no alternative online platform available.

ABOUT VIRTUAL MAGIC KINGDOM: VMK is a unique online gaming destination developed by Disney Online and Sulake Corporation Oy, designed for kids between the ages of 8-14, however is open to all Disney fans worldwide. VMK launched in June 2005 to coincide with the marketing and promotional celebration of Disneyland's 50th Anniversary. Just seven months after launch, Disney announced the game surpassed one million players and over 1.3 million personalized in-game rooms.

Today's second story

Updated: Tuesday, 15 April 2008
Disney Closes MMO, Makes Sick Kids Cry?

By Joe Keiser

BLOG—The strange story of Disney’s closure of Virtual Magic Kingdom will hopefully stand as some sort of cautionary tale on how youth-oriented MMO communities should be handled. But for now, it’s simply a fascinating, though frequently heart-wrenching event.

Some background: last week, Disney announced it was shutting down its free MMO game Virtual Magic Kingdom. In the announcement it was stated that the game was meant to be a limited-time promotion and was not built to last for as long as it did—a perfectly valid “business as usual” reason to shut down such a project.

There’s always a community backlash against an MMO closure, no matter how small the player community. But the outcry that unfolded this week against the ending of VMK wasn’t the typical internet forum vitriol; instead it was full of deep, heartbreaking implorations to save the game for the sake of the passionate and sometimes ill children playing it. Essentially, the community was accusing Disney of ripping the favorite toy from the hands of chronically sick kids.

Some particularly painful examples, all from just one forum thread devoted to the subject:

A player describes the game’s impact on a variety of sick and lonely kids, including children with autism and Asperger Syndrome



Many of us dream of being cast members to be a part of the magic; that Disney creates. Well reality for most; it is just not possible.

In VMK we get to live out those dreams. We could be virtual Disney ambassadors. What do I love about VMK? It is not the things. Not the games not even building rooms. But all those things are a means to do what I enjoy the most. Spreading pixie dust. Maybe I have had the most awful day and going on VMK helping another always lifts my spirit.

I do not know much about computer games. But no one has suggested any game that we can do this in. In the real world we spend so much time worrying about things, pressures and stresses. The Little Virtual Community that we built is a haven for the weary.

I hope you will reconsider your decision. Your team created a niche that no one has done successfully. It could really have been so much more. From what the original vision was. A great marketing tool. Unfortunately our little mini me(s) are not papers of advertising that can me thrown out, commercials we can skip over. This 50th Anniversary of DRL site grew in to a wonderful journey of people in many continents of different faiths, color, age and race. "Our own version of a Small World" Sharing the Disney magic each day of the week. I have more friends around the world than I ever had.

So please consider how many dreams you have made come true:

· To the kids with Autism who for the first time have friends and are not laughed at for being different.

· To the mother that was woken up when her 11-year old Aspersers child was crying that she is loosing all her friends. When this kid never cried when she needed stitches. Or broke her ankle and in real life has no friends she plays with.

· To the mother or Father who is trying so hard to comfort their kids as they cry themselves to sleep. Disney is no longer a magical place.

· To the mother of an Autistic child who has seen her blossom because of VMK and is begging for help as she sees her regress everyday to a time before VMK began.

· To the child who comes from an abusive family and goes to his grandmothers on weekends. (the only place with a computer). To go to his happy place where he is always safe.

· To the single mother who struggles to provide for her kids and saves for the day when she can one day take them to the real park.

· To the mother that travels for work. Meeting on VMK and waving Good night to her daughter helps the pain of being away.

· To the grandparents that were terrified on computer technology that now have a magical place to share with their grand children.

· To the 11-year-old child struggling just to live with spinal muscular disease. Who says in VMK I can walk eat and breathe just like everyone else. And no one stares at you.

· To the kids getting cancer treatments and playing VMK while in hospital. Saying there is no cancer in Virtual Magic kingdom.

· To the dad that is separated from his kids and has found a place where they can connect every day. And is frantic that no other site exist for them now.

· The young at heart that struggle with disabilities that this game gives encouragement, a sense of belonging and therapy.

· To the thousand of families that have created an even deeper bond by playing together. Knowing no other game provides this.

· To the soldier that has had to leave his family behind but the kids bring out his Virtual character and have a sense he is still near.

· To the future imaginers, the kids because of this type of game want to follow in Walt's footsteps.

· To the children and families who were so excited to be finally going to Disney and after the announcement there is no talk of it, no excitement in there eyes. ·


Yes Mr. Iger, theses are just a small portion of Disney fans and families. There are so many more stories I just wanted to highlight a few.

To many we are just virtual characters in a virtual world. But this virtual character is crying real tears. I never thought the word Disney could bring so much heartache to thousands of people mostly kids that need this place.

I do not know if you understand what you created when Disney build VMK, I do not know if Disney realizes the great need they were filling when they decided to close the door to VMK.

You have diamond in the rough, a place were dreams really do come true. A place if Disney does not change its decision will be a place where it broke too many kids and families dreams. For a year of an million dreams in one push of a button thousand and thousands of kids dreams will have been crushed. This is not just a game to the majority of people it is a Disney Park just virtual. Please do not make this the year of a million tears.

How heart breaking to be walking around VMK and see the typing of kids totally lost, totally confused. Saying they are crying real tears. Praying for a miracle. Hoping beyond hope that Disney will change their mind. That on May 22 when they wake up their magical place is well and alive.

Thank you for keeping the magic alive.

After reading this letter to Disney. The question needs to be asked. Why haven't you written your letter yet? Even if you do not play VMk why are you not asking Disney why So may kids are crying.

Why can they not help these kids. Search out the web you will find these stories all over the place.

Please help us help these kids.

Posted by: Littlebelle | April 11, 2008 at 06:25 AM

A mother explains how VMK helped her young son through his cancer diagnosis and treatment (this comment has been posted elsewhere)

A child with Spinal Muscular Atrophy asks for the game to continue because “no one stares at me there” (this comment has been posted elsewhere)

The most dedicated players will lose a lot when the game closes next month. They will lose all items and collectibles they have acquired in-game. Hamstrung by the game’s own family-safe privacy policies, all of the players will also find it extremely difficult to contact their in-game friends after the closure.

But is that all? The industry has become extremely good at asking questions about what players want and how to give it to them. But in the case of child-oriented MMOs, this story begs game providers to ask another question (Disney still has time to do this)—that if a game closes, what will be taken away? Who will it be taken away from?

And one last one for today

McWorlds & Their Giant Mega-Brand Owners
April 14, 2008

I’m sure everyone in the virtual worlds industry is aware of the planned closing of VMK, Disney’s virtual world collaboration with Sulake and other parties. What I’m pretty sure Disney doesn’t know is the backlash about to erupt from this decision. I can relate; myself coming from an early virtual world in the 90’s with similar experience, to some of the message board and blog postings from devastated VMK users filling up the web.

I can’t say I didn’t see this coming from one of our “big brothers” in the existing media empire whom are just jumping into the MMO arena. When reading how some Disney execs viewed MMO’s as just extensions of their brands I could only shake my head in disappointment. Knowing how they treat their properties, like mass produced McDonalds Happy Meals to be consumed by the masses in a moment and forgotten the next, this short attention span couldn’t sustain a Virtual World paradigm. There is one simple fact here to be learned:

You Can’t Shut Down A Virtual World. EVER.

If you plan to, at least let the users know this upfront. And I have a feeling doing this won’t make your world very popular. Why? Because Virtual Worlds are a platform. Like a government. People want to build relationships, collections of items, stores, services for other users, and everything else you will find that the service allows. They push software to the limits and build even more amazing creations even the world designers couldn’t foresee. They invest this time believing their creations are there to stay. Think of it this way… Say God right now decided to tell the CEO of Disney that the world was only part of a promotion and that period had ended. Even more so that he should be thankful for the extended allotment of time Disney was allowed to thrive in his kingdom called “World.com”. All that Disney as a corporation built would be meaningless, amounting to nothing. The World, and Disney along with it, vanish at the flip of a switch. Not very nice is it?

I do believe these kids value their virtual environments in a similar way, while they are interested. I know kids attention spans aren’t that long lasting, and they do eventually move on to other worlds or maybe completely from all online services. But being forcefully ejected from an environment when you’re not ready can be a pretty devastating thing for kids (and some adults). The results of an event such as this have yet to be felt on a mass scale on such a young audience. But it looks like that time is coming (May 21st, 200 and we’re (disney is) about to experience one heck of an experiment.

The backlash will be pretty harsh I think. I wonder if it will go as far as to offending their core audience so much that they in the future steer clear of any Disney owned virtual world property. Why move onto another world they own when they will just close it down when that “promotional period” ends? They just don’t get it. And it’s going to take one heck of a whack on the head for them to finally realize this. I just know I have a feeling there is one big disruption about to hit the poor employees working in the offices under the big mouse.

Here’s to McWorlds, and their Giant Mega-Brand Owners. Whatever happens there’s sure to be lots of fireworks and emotion. When over 50% of the Internet is run by kids in 2011, who will finally take this seriously?

Thought I would also mention that I have seen articles in French, Spanish, Italian, German and Romanian.

From The Disney Blog: Article by John Frost

... Ironically, Disneyland plays a part in the killing of VMK, or rather, the way the Walt Disney Company does its internal accounting played a role. You see while you and I may see The Walt Disney Company as one behemoth organization with just a few brands — Disney, ESPN, Pixar (?) — that’s even how it presents itself in the annual report, the company sees itself as hundreds of little businesses (or divisions) each operating on two levels of sales.

The first level is with the general public. Each division is required to maximize its sales to the public. Eisner and crew saw this as a short term thing with 20% profits required from nearly every business unit (down to each individual churro cart at the theme parks) in order to justify its continued existence. Was that magic margin not reached, then cuts were required. Luckily it seems as if the current management team is a little more broad and long-term in its thinking. But they still want to maximize profit.

The second level is internal sales. As it turns out when Disneyland wants something built by Imagineering, they have to “pay” WDI to do it for them. Yes, it’s still the same company, but internal accounting rules require it. Those Pirates Of The Caribbean premieres at Disneyland the last five years? All paid for by Walt Disney Pictures, even the extra cast member hours required to staff the event.

When Disney Parks (I still hate that name for the division — could it be any less magical) wanted an online promotion as part of the world wide celebration of Disneyland’s 50th Anniversary, they paid Disney Online to set it up for them. Disney Online then went and licensed the software from Sulake Corporation to build the Virtual Magic Kingdom. I understand that Disney Online also did some additional programming work on top of what Sulake provided.

There have been some discussions recently that VMK is closing due to the original licensing agreement with Sulake coming to an end. Sulake did just sign an ‘exclusive’ agreement with Paramount Studios to provide virtual worlds for their film properties. That may have had something to do with it, but I haven’t been able to confirm that one way or another.

What I am hearing is that Disney Parks considers the 50th Anniversary promotion all wrapped up. They cut off funding for the project to Disney Online many months ago and that Disney Online has been looking at ways to continue VMK since then despite the loss of internal funding.

To switch to a pay-for-play system would require re-coding the entire game nearly from the ground up. It’s not even clear that Sulake would license them to do so. VMK has not attracted the kinds of numbers that would sustain an advertising supported system, and it’s not clear that Disney would want to do that anyway. Plus Disney does have other virtual worlds that these players can migrate too, so it’s not as if they’re totally cut off. Without any funds coming from the promotional budget of another department, it was time to turn out the virtual lights at the Virtual Magic Kingdom.

So, I guess the real villain of this story is Disney Parks who paid for the creation of such a wonderful place like VMK; fostered an online community of die-hard brand loyalists; and then cut off funding for the project without a care for the world they created and the people that inhabit it.

Of course, none of this internal accounting matters to fans of Disney’s VMK. They just know that their virtual Disneyland is going away.

Many of them are fighting mad. They’re doing what they can with websites, letters, petitions, comments to this blog and every other story they can find, in order to saveVMK.

The effort is getting some play in industry websites and in the news media as well. The WKMG story was picked up by briefly by CNN.com.

As of this writing <another site> has over 11,000 signatures on its petition and another has over 7800. While there is probably some overlap there, that’s fairly large numbers. But in Disney’s world of accounting, it’s probably not enough to save VMK.

Game operators at VMK have responded to the player’s outcry:

Please know that the decision to close VMK was not made without a great deal of thought and discussion – because we loved creating VMK just as much as you loved playing it. We considered many options prior to closing but ultimately determined that VMK had accomplished its goal and then some. VMK was a valuable part of the Disneyland 50th Celebration, but it was never meant to live on forever. It’s now time to focus our resources on our new virtual worlds.

If you read between the lines you see the fingerprints of internal accounting everywhere in this statement. You also see a decision to abandon the game. I’m sure it was not made lightly. But it was made nonetheless and they don’t appear likely to reverse it.

So what can Disney do to relieve some of the pain being felt by their players?

Having been actively involved in various internet communities since the early 90s, I’ve gone through a few of these situations myself. Of the two that stand out, one was a Listserv (automated email list) and the other a MUD (a text based virtual world). In both cases they were shuttered by the owner, but rescued by a sympathetic system admin who had access to a recent subscriber list. Listservs and MUDs are fairly easy to set up assuming you have access to server resources required to run them. Both communities survive to this day, different from the original, but close enough that friends were able to stay in contact, etc.

The situation with Disney’s Virtual Magic Kingdom is a bit different. First, its not a bunch of college students playing hookie from class to complete that last quest before they level. Second, VMK has a lot of children. There are restrictions on chatting and what-not that restrict the dynamic of the game, but also made it a relatively safe place to play online. Along the same lines privacy is taken seriously, Disney isn’t just going to hand over the subscriber list to anyone. Third, Disney has internal goals. Those include directing existing players to other products.

That does not excuse Disney from setting up some sort of safe place where the community can still function while it transitions. This not only provides a win for the community, but a channel to direct these players to other properties, perhaps even as focus group members or other special status. It could be a discussion group (similar to Google groups) or a special sub-area of one of the new games where VMK handles and logins will still work. There are no doubt a few technical and privacy challenges to overcome here, but certainly fewer than recreating VMK from the ground up.

One of the lessons of Web 2.0, Social Media, whatever you want to call, it is that there is a responsibility to the community you foster. The information superhighway is now a two way street with content being created by brands and by consumers of those brands. There is co-ownership of that content. You have to respect the bonds that creates.

The decision to terminate VMK would be different if it was a buy-out or the Walt Disney Company was in financial trouble of some sort. Fans and players expect some change in those instances. However, neither are the case here. Instead this is abandonment of loyal brand loving consumers, pure and simple.

The game itself may die, but Disney’s responsibility to the community does not. I’m hoping that Disney will make some sort of effort to do the right thing and create a transitional space for VMK’s community until it is able to find a home in one of the other nooks and crannies of the net. It may not be the easiest thing to do, but it’s the right thing to do. Your fans will thank you for it instead of hate you as is happening now.

If Disney always strives to keep its customers happy, then why don't they buy VMK from Sulake and they charge us a subscription?