A nine-year Nickelodeon veteran, Steve Youngwood is the Executive Vice President of Digital Media at Nickelodeon and MTVN Kids and Family Group, representing the ‘non-hot tub’ wing of MTV Networks.

In his role, the executive oversees MTVN Kids and Family Group brands' expansion across current and future digital platforms, as well as manages the brand's online initiatives. During his keynote address, Youngwood advised that virtual worlds should be a social, user-driven experience with professionally created content.

While they do not have to be 3D, they do need a governing order and logic to feel ‘real’ and ideally, they should be user-friendly enough for anyone to pick up and play.

Launched January 30, 2007, Nickelodeon’s virtual world, Nicktropolis, where kids can go visit SpongeBob, watch videos, create avatars, and play games, follows such guidelines. It currently has 2.5 million registered unique visitors. Future plans include viewing parties, scavenger hunts, and in-world gaming, all activities intended to give deeper, more fulfilling experiences.

Steve Youngwood On Nicktropolis' Origins & Future Goals

What prompted Nickelodeon to create Nicktropolis?

We acquired one of the stickiest sites out there in 2005 - Neopets. Neopets has a proven successful business model. We thought we could do the same with a site that would be branded Nickelodeon, and allow kids the opportunity to have a personalized experience, gaming, community and video all in one place.

Nickelodeon's Nicktropolis

Of all the activities available on Nicktropolis, which ones appeal to your audience the most?

Gaming by far is the most appeal to kids. More than 85% are gaming online. We have seen, through our new game of the week each week on Nick.com, the numbers shoot up in terms of usage, so we wanted to make that a prevalent feature in Nicktropolis.

Nicktropolis, and the original world Neopets, is pretty much a gaming experience altogether, but incorporates other facets of the Internet experience that kids enjoy.

Are there plans to monetize Nicktropolis or is its function mostly to promote Nickelodeon's other offerings?

Yes, there are absolutely plans to monetize Nicktropolis. We are working with our partners to figure out the most appropriate way to insert advertising into the site that will not take away from the user experience yet still provide marketers the most value.

And as a bonus, with the video capabilities, gaming and community, the site is a terrific way to promote the brand and our various properties.