Mole Manor
![]() | This article needs attention from an expert in China. The specific problem is: A native Chinese speaker to verify the sources would be very helpful..(July 2019) |
Mole Manor | |
---|---|
Developer(s) | Taomee |
Platform(s) | Adobe Flash |
Release | 28 April 2008 |
Genre(s) | Massively multiplayer online game |
Mode(s) |
Mole Manor is a massive multiplayer online game targeted at children ages 6 to 14;[1][2][3][4] there is, however, no specific age or gender restriction on the game.[5][6][7][8] The game was inspired by the online platform Club Penguin,[9][10] where players can choose cartoon mole-avatars, decorate their virtual homes, adopt pets, and socialize with other players. They can wander through the virtual streets, chat with other users, go shopping, work, and play mini-games.[11]
Mole Manor occasionally offers promotional games that are available for a limited period.[9] The official version was tested in March, 2008 and was made available to the public on 28 April 2008,[12] with regular, scheduled maintenance every Friday, except holidays. The mainland version was terminated in March 2015.[13] However, the launch of an official Weibo version of the game was announced on 18 January 2019.[14] Mole Manor is driven by Adobe Flash Player,[15] and offers paid services.[16][17]
Plot
[edit]Moles and Ramus live in the Black Forest. Moles are friendly, diligent and are excellent architects. Ramus, the goblins of banyan trees, are good friends of the moles and they live happily together in the forest.[18] The king of the moles led his followers to create Mole Manor in the middle of the Black Forest.[18] The manor is similar to those that existed in Medieval Europe.[3] At that time, the Black forest was beautiful and was as the center of cultural communications. During the reign of King Mole III, the Black Forest was burnt down. The underground homes of moles destroyed and the banyan trees where the Ramus lived in were destroyed. The manor was then reconstructed in the southern region of the Black Forest.[18] The ruler of the kingdom is Princess Meme, who is the last heir of the royal family and lives in Mole Castle, protecting the Manor with her knights. Gradually, shopping malls, schools, news agencies, banks, and entertainment parks are developed by the hard-working moles.[19]
Gameplay
[edit]Mole Manor has multiple functions, including a virtual community, dress and fashion, interactive games, pet raising and virtual home decoration.[20] Players will be in Role-playing as moles.[3] The color of mole can be tailored.[21] Players have a patch of garden where they can farm and a house that is ready to be decorated. Players can socialize with other players on the virtual streets or in their virtual homes. They can either chat, pay a visit, provide help or send gifts to friends.[3] Moles can also attend school.[3]: 35
There are also mini-games like water fights, hide-and-seek,[22] theatre playing and idiom guessing.[2] They can also have Ramus, a kind of plant goblin, as pets.[23] Players must feed, clean and take care of the Ramus,[3] and sometimes send them to school.[3] Ramus that are not cared for may die from neglect.[3] Players can pay a small fee to upgrade their Ramus into Super Ramus, so they will be entitled to a wide range of privileges in the game.[3]: 69–71
Moles can have career options such as tour guide, policeman, or journalist.[24] Players can accomplish daily assignments. After finishing an assignment, a player will receive rewards,[3] including experience points[3] and the virtual currency "MoDo" (Mole Dollar).[25][26] MoDo can be used for purchasing clothes, home decorations and Ramus' food. The resources you own depends on the amount of effort you have put into the game.[3] Deals between players are forbidden.[3] Special holidays, theme parties, and featured adventures are available periodically.[27]
The background music is typically works composed by Beethoven, but holiday songs also appear during the holidays.[28] Unlike most online games, Mole Manor does not require users to complete a profile during registration, avoiding potential privacy issues. Players must provide their birthday and email address. The game uses an information filter that forbids players to input numbers in case of an information leak.[3]: 41–45 According to a paper from Shih Hsin University, however, players can divide a sentence into segments to avoid censorship.[3] Players can report others using vulgar language, probing for personal information, or using third-party software. As soon as the report is received, the reported account will be banned from playing again.[29] There are measures to prevent children obsessively playing online games; the website automatically closes at midnight and reopens at 06:00.[30]
Development
[edit]Taomee believed that there was a huge market for children's online games.[31] Wang Haibing, former executive of QQ pet project at Tencent, started Taomee and gained investment from Zeng Liqing, the co-founder of Tencent[32] and Wang Bing, and deputy president of Sina.[33]
Before Mole Manor was developed, Taomee aimed to create a children's educational online community[9] named "fruit kids",[34] whose target audience was children between 3 and 8.[9] At that time, however, pre-school children were not extensively exposed to the Internet and the company was more familiar with the Internet than with educational products, and "fruit kids" was abandoned.[35]
Wang Haibing noticed the success of American online game Club Penguin and decided to use a similar pattern, and adjusted the target audience to children aged over 8.[9] Zheng Zhouli, one of the earliest designers of Mole Manor, said the game was targeted at primary school students who had heavy academic burdens and needed a relaxing game.[35] When the game was released, the target audience was children aged between 8 and 14.[9] During its trial stage, the target-player age-range was adjusted to 7 to 12,[36] and finally it became 7 to 14.[5]
Taomee often improved its product using users' feedback. For example, there was no bank in the game before some players said they had earned too much MoDo and had no idea how to spend them. After a bank was introduced to the game, many young players asked their parents, "why I saved money in the bank and the amount begin to increase? Aren't the banks going to be become bankrupt for giving back too much money?" The developer also taught young players about basic financial knowledge.[37]
Operations
[edit]Regions | Developer/ Agent | Translation | Start date | Terminate date | Domestic ranking | Global ranking | Official website |
Mainland China | Shanghai TaoMee | 2008.04.28 | 18,482[38] | 102,096[38] | mole.61.com | ||
Hong Kong, Macau, and Taiwan[39] | Taiwan TaoMee | 摩爾莊園 | 2008.12.24 | 3,877[40] | 234,970[40] | mole.61.com.tw | |
Vietnam[41] | VNG | Vương Quốc Chuột Chũi | 2011.10 | 2012.12.28 | 9[42] | 748[42] | moly.zing.vn [dead link] |
Japan[41] | So-net | もぐもぐランド[43] | 2012.06 | 2013.09.30[43] | 1,836,996 (final data)[44] |
www.mole55.jp [dead link] | |
Thailand[41] | SNS+ | MOLOO | 2012.06 | 2013.04 | 2,387,275 (final data)[45] |
www.moloo.in.th [dead link] | |
South Korea[41] | Joyian | 데굴데굴 두두월드 | 2012.07 | 2013.03.28 | 2,242,917 (final data)[46] |
dd.joyian.com[dead link] | |
Europe[47] | Pending | ||||||
United States[47] | Pending |
Mainland China
[edit]Mole Manor is the first children's online game in mainland China,[49] and occupied the biggest market share.[50] There had been rumors that the game was about to be terminated bur Taomee later clarified the situation.[51] In 2009, Taomee said Mole Manor had 30,000,000 players,[52] including 10,000,000 active accounts.[33] In June 2009, Qiming invested another US$5,000,000 to the game.[53] In August 2009, Mole Manor's monthly income was nearly ten million RMB.[33] By the end of March 2010, there were over 50,000,000 users and more than 30,000,000 active accounts.[54] The mainland China version of Mole Manor stopped operations on November 28, 2014.
Taiwan
[edit]The Taiwanese version of Mole Manor was operated initially by Yixiang Digital Entertainment Inc. The launch of the game was promoted via a major game website "Gamedom" and gained popularity. Many other websites took the same pattern and Mole Manor became even more popular in Taiwan.[55][3]
The Taiwanese version of Mole Manor has a larger target audience than that of the mainland version. All age groups play the game but the majority of players are under 20 years old.[55] According to the statistics provided by Taomee, most of the players are between 3 and 1 years old and the ratio of male-to-female players is 4:6.[8] According to ARO, Mole Manor surpassed more than 500 websites, and ranked fourth in terms of 'single visit time' and eighth in terms of 'average visit time' in 2009.[3][56] On January 29, 2010, Taiwan Taomee replaced Yixiang Digital Entertainment Inc and became the operator.[39]
Reception
[edit]Mole Manor is very popular among children. According to a paper from Shih Hsin University, they also like sharing experiences with peers.[3] The shared game experience forms communities in real life.[3] Some players are attracted by the exotic setting and delicate images of the game. Some players describe it as a game where is safe, harmonious and healthy.[3]: 41–45
Players also draw pleasure from earning rewards in the game. Experience point, MoDo and other possession can bring sense of satisfaction to players. Some players register several account to get higher experience points.[57] and share the resources between accounts.[3] The reward system makes players want to achieve higher goals.[58]
The process of solving problems is also enjoyable for players. Some believe that passing a challenging game is rewarding and they like the moment when their efforts have been justified, giving them a sense of fulfillment. Some players prefer to solve the difficulties on their own rather than seeking help from other players or game strategies.[3]
Players also enjoy the life simulation element; according to a survey conducted by Shih Hsin University, although players live the life of moles, most surveyed players show greater interest in Ramus,[3] becoming attached to the Ramus they have been taking care of.[3] The privileges in the game, and the vendor's promotions and publicity, and recommendations from other players are also attractive.[3]
Teenager and Children Research from Young Pioneers of China argues that Mole Manor receives positive feedback because it meets children's needs of socializing, learning and relaxing.[2] Duowan, a game media website, believes this game is like "a wonderland not only for children but also for those adults who still looking for simplicity and carefreeness".[59] Airui net believes Mole Manor fills the gap of Chinese children virtual social community and wins recognition from society and parents for its anti-indulgence measures.[60] Qiming innovation and investment organization said they are very satisfied with their investment, and see it as the most successful investment.[61]
China Central Television criticized Mole Manor for encouraging children to spend their money on virtual commodities.[62] Shanghai Taomee charges the membership of 'super Ramu' 10 RMB per month, but on some shopping website, the fee is only 2-3 RMB. Beijing Evening News criticized the operator for earning money from children.[52]
Mole's World
[edit]Mole's World is the iOS (iPhone and iPad) version of the game.[63] This game is a derivative version of the PC version of Mole Manor/ As of 2016 it was one of the most popular games in Asia, with over 100 million registered users.[64][65] Related games in the same franchise are Mole Kart and Mole Baby.
Gameplay
[edit]The gameplay is extremely similar to Smurfs' Village. Players plant and then collect crops after a certain period of time.[66] To manage the crops, moles are needed to till the fields. A new mole is added each time a new house is built in the village;[66] one mole is needed to complete each task, for example, building the aforementioned houses.[66] However, completing the tasks takes time (up to one day), and thus the players may choose to instantly complete a task by spending a virtual currency known as "Supershells".[66] There are also mini-games to be played in the characters' homes, for example, a fruit-slicing game that is very similar to Fruit Ninja.[66]
Reception
[edit]Reviews noted its similarity with Smurfs Village.[67] MonsterFreeApps said "It’s one of the best free iPhone apps that I’ve come across in a while."[68]
References
[edit]- ^ "发展历程". 上海淘米网络科技有限公司.
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- ^ a b c d e f g h i j k l m n o p q r s t u v w x y 吳思霈. 兒童線上遊戲愉悅經驗之研究——以摩爾莊園為例 (Master thesis). Archived from the original on 2014-08-13. Retrieved 2019-04-03.
- ^ 羅之盈,陳怡如,李思萱(2010年3月)。2010年台灣網路100強總榜單。數位時代,190。
- ^ a b "公司简介". 上海淘米网络科技有限公司.
于2008年推出国内首款面向6-14岁儿童的网络虚拟社区——摩尔庄园
- ^ 小丑鱼 (2009-08-25). "《摩尔庄园》测评:孩子健康成长 成人找回童真". 多玩网页游戏. p. 1. Archived from the original on 2014-08-10. Retrieved 2014-07-30.
- ^ "网页游戏《摩尔庄园》游戏评测报告". 新浪游戏. 2009-11-30. Retrieved 2014-08-31.
- ^ a b "品牌介绍 故事". 台湾淘米科技股份有限公司.
摩爾莊園的風格較為中性……會員的年齡層大多座落於3~14歲。
- ^ a b c d e f 夏日朦胧心 (2010-08-23). "淘米网:摩尔庄园让儿童游戏不会"见光死"". 叶子猪游戏网. Retrieved 2014-07-29.
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第一招 看看自己的电脑有没有安装FLASH9.0
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任何孩子都可以免费在摩尔庄园里玩耍。如果需要超级拉姆服务,则需要支付每月10元的包月费用
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社区融合虚拟形象装扮、虚拟小屋、互动游戏、爱心养成为一体
- ^ 李允 (2009). ""玩转"摩尔庄园". 优秀童话世界 (10).
- ^ 张佳望 (2010). "摩尔庄园". 中学生英语:少儿双语画刊 (11). 湖北省武汉市: 华中师范大学. ISSN 1003-6822. CN42-1318/H.
跟其它的小摩尔一起玩游戏、打水仗、捉迷藏……
- ^ "伙伴拉姆". 摩尔庄园官方网站. Archived from the original on 2016-08-16.
拉姆是摩尔庄园里一种神奇的植物……和摩尔们一起生活
- ^ "庄园组织". 摩尔庄园官方网站. Archived from the original on 2016-03-04.
- ^ "央视批"摩尔庄园""95后"小玩家爆吧". 成都日报. 2009-09-04. pp. A8. Archived from the original on 2015-09-23. Retrieved 2014-07-31.
- ^ "公民财产". 摩尔庄园官方网站. Archived from the original on 2016-07-01.
摩尔豆是庄园内唯一通行的货币
- ^ "庄园特色生活". 摩尔庄园官方网站. Archived from the original on 2016-03-04.
摩尔庄园有各种各样的特色节日和活动
- ^ 张佳望 (2010). "摩尔庄园". 中学生英语:少儿双语画刊 (11). 湖北省武汉市: 华中师范大学. ISSN 1003-6822. CN42-1318/H.
其背景音乐一般是贝多芬的曲子,有时也用节日歌曲
- ^ "淘米:在国际舞台上秀出中国"功夫派"". 凤凰网.
淘米推出了保护"00后"小用户的若干措施:不得在虚拟社区发布不文明用语……
- ^ 沈艳燕. "启明创投高层得意投资摩尔庄园 系最成功案例". IT时报. Techweb.
上海淘米网络科技有限公司媒介公关曲小姐告诉记者……哪怕花再多的时间也不会增加摩尔豆。
- ^ "父母必读". 摩尔庄园官方博客. Archived from the original on 2016-03-04. Retrieved 2019-04-03.
……专门为儿童设计的绿色健康的互联网产品严重缺乏……
- ^ "腾讯人物关系谱". 格上理财. 凤凰网. 2014-03-20. Retrieved 2014-07-29.
2007年年底,曾李青投资了淘米网……曾是曾李青的部下—腾讯"QQ宠物"项目总监
- ^ a b c 渠道商证实摩尔庄园点卡月销售收入近千万元 Archived 2009-08-26 at the Wayback Machine 《创业邦》,2009年8月20日刊载,2014年7月29日阅览
- ^ 张凯锋 (February 2010). "摩尔庄园:儿童生意密码" (转载). 创业家: 2.
摩尔庄园并不是淘米最早的计划……而不是娱乐。
- ^ a b 张凯锋 (February 2010). "摩尔庄园:儿童生意密码" (转载). 创业家: 2.
水果娃娃的主策划郑宙理在当时的感觉是"纠结"……郑加盟后成为摩尔庄园最早的策划。
- ^ 央视批摩尔庄园小玩家爆吧抗议(组图) Archived 2014-07-15 at the Wayback Machine 刊登于云南信息报,网易转载 2009-9-2[2014-7-31]
- ^ 张凯锋 (February 2010). "摩尔庄园:儿童生意密码" (转载). 创业家: 2. Retrieved 2014-09-05.
在产品细节上……摩尔银行开始向小朋友普及一些简单的金融知识。
- ^ a b 51mole.com Site Info Archived 2009-06-10 at the Wayback Machine (in English)
- ^ a b "共同聲明稿". 台湾淘米.
- ^ a b 51mole.com.tw Site Info Archived 2011-12-31 at the Wayback Machine (in English)
- ^ a b c d 淘米:在国际舞台上秀出中国“功夫派” 凤凰网 “目前,淘米的产品已出口到越南、日本、韩国、泰国等多个国家和地区。”
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- ^ mole55.jp Site Info Archived 2016-03-06 at the Wayback Machine (in English)
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- ^ joyian.com Site Info Archived 2016-03-06 at the Wayback Machine (in English)
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且下半年可能会登陆欧美地区。
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根据iResearch艾瑞咨询推出的网民连续用户行为研究系统iUserTracker最新数据显示……长期监测数据获得。
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- ^ 吳思霈. 兒童線上遊戲愉悅經驗之研究——以摩爾莊園為例 (Master thesis).
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- ^ a b "央视两度炮轰摩尔庄园 小玩家爆吧激烈反击". 北京晚报. 北京市: 腾讯科技. 2009-10-15. Retrieved 2014-07-31.
- ^ 沈艳燕. "启明创投高层得意投资摩尔庄园 系最成功案例". IT时报. Techweb.
今年6月它还获得启明创投500万美元投资。
- ^ "艾瑞:摩尔庄园成功填补儿童社区交友市场空白". 艾瑞网. 7K7K小游戏. 2010-03-28. Archived from the original on 2014-08-10. Retrieved 2014-07-31.
目前拥有注册用户5000万,活跃用户达到3000万。
- ^ a b 菟子 (2009-10-15). "台灣版《摩爾莊園》走熱 兒童市場繼續升值". 265G網頁遊戲門戶. Archived from the original on 2009-10-19.
- ^ 楊文菁(2010)「摩爾莊園」用新鮮遊戲,打造兒童版 Facebook。數位時代(no.190),2010 年三月發行。
- ^ 吳思霈 (2011). 兒童線上遊戲愉悅經驗之研究——以摩爾莊園為例 (Master thesis). p. 50. Archived from the original on 2014-08-13.
- ^ 張玉佩(2009)。遊戲,人生:從線上遊戲玩家探討網路世界與日常生活的結合。新聞學研究(98, 1-49)
- ^ 小丑鱼 (2009-08-25). "《摩尔庄园》测评:孩子健康成长 成人找回童真". 多玩网页游戏. p. 4. Archived from the original on 2014-08-10. Retrieved 2014-07-30.
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成功填补了中国儿童社区交友市场的空白……更使《摩尔庄园》的社会影响力得到提高。
- ^ 沈艳燕 (2009-09-07). "启明创投高层得意投资摩尔庄园 系最成功案例". Techweb. IT时报. Retrieved 2014-08-02.
上线至今不过一年……正是看中了儿童互联网市场的巨大发展潜力。
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