A New Virtual World for Gen Z: Introducing Fer.al

Many children begin their journey into online social gaming with platforms like Animal Jam, Roblox, Minecraft, and Fortnite. Animal Jam often serves as an initial stepping stone, offering a secure environment where youngsters can personalize avatars, explore digital landscapes, communicate with peers, and exchange items under parental supervision. Now, WildWorks, the creator of Animal Jam, is releasing a new game called Fer.al, designed to appeal to a slightly older demographic – Gen Z teenagers.

Bridging the Gap for Growing Gamers

The Need for a Transitional Space

Clark Stacey, co-founder and CEO of WildWorks, explains the impetus behind Fer.al: “We asked ourselves where do children go once they outgrow Animal Jam?” He points out the lack of a suitable intermediate platform between the highly protected environment of Animal Jam and the more open, and potentially risky, spaces like Instagram and adult-oriented social networks and games.

Stacey further elaborates that Fer.al aims to provide a space with “lower walls,” offering more freedom while still maintaining a degree of safety and moderation.

Targeting Young Teens

Fer.al is specifically designed for young teens aged 13 to 18, individuals who are increasingly selecting their own games, managing their own email accounts, and no longer requiring parental consent to play. The game’s chat features will have less restrictive guardrails than Animal Jam, focusing on preventing bullying and abusive behavior rather than simply blocking specific words.

Exploring the World of Fer.al

A Fantasy-Based Experience

Unlike Animal Jam’s animal-centric focus, Fer.al introduces a fantasy setting. Players can choose to embody bipedal, humanoid creatures inspired by folklore and mythology, including Kitsune, Senri, Dragon, Jackelope, Werewolf, Kirin, or Shinigami, with additional options planned for future updates.

Inspired by Fan Creativity

The character designs were influenced by artwork created by Animal Jam fans, who often blended elements of manga, the existing Animal Jam style, and older animation aesthetics.

Familiar Gameplay with a Teen Twist

Fer.al retains core elements from Animal Jam, such as character customization, personal space design (now a “sanctuary” instead of a “den”), world exploration, item collection, trading, and quest completion. However, the storyline has been updated to resonate with teenage interests, particularly their engagement with social media and the desire to cultivate an online following.

A Narrative Driven by Social Dynamics

The game’s overarching narrative centers around a reality show featuring two rival queens, Aradia and Delilah, each with their own Instagram presence, vying for control. WildWorks plans to introduce weekly and monthly contests, alongside ongoing missions and quests, to allow players to earn ingredients for creating new clothing and visual effects called “glamours.”

Gameplay and Community Focus

Cooperative Gameplay is Key

Similar to Animal Jam and other virtual worlds, Fer.al emphasizes cooperative gameplay. Players will encounter tasks that require collaboration and communication to complete. As the game evolves, players will also have the opportunity to join factions aligned with either of the two queens.

Designed with Female Gamers in Mind

WildWorks has intentionally designed Fer.al to appeal to female gamers. Stacey explains that while the game is open to all, the company recognizes the difficulty girls often face in finding online communities tailored to their interests. Approximately 80% of engaged Animal Jam players are girls, and WildWorks aims to build upon that foundation by featuring female scientists and supporting STEM initiatives for girls.

“We are very conscious of that,” Stacey states, “and the people that we’re going to and asking for what works for you and what doesn’t, is primarily girls.”

Launch and Monetization

Strong Beta Interest

The launch of the Fer.al website generated significant interest, with 75,000 children signing up for beta testing within a week. The beta program, initiated in April 2020, initially focused on desktop users and now boasts daily active users in the low 10,000s. Over 100,000 individuals have pre-registered for the mobile version on the Apple App Store and Google Play.

Freemium Model with Season Passes

Fer.al will operate on a freemium model, but differs from Animal Jam’s subscription-based revenue stream. Instead, it will utilize a season pass system, priced between $10 and $20, granting access to exclusive items and experiences for each season. The company anticipates launching around seven seasons annually.

Future Growth Potential

Early beta testing indicates a high conversion rate for season pass purchases on desktop, suggesting potential for user acquisition investment. WildWorks may also explore advertising and merchandise opportunities in the future.

Company Background

WildWorks, formerly Smart Bomb Interactive, is headquartered in Salt Lake City and is majority-owned by Signal Peak Ventures, which has invested over $20 million in the company. The company shifted its focus to original IP in 2008, resulting in the creation of Animal Jam and other titles.

WildWorks’ revenue, primarily from Animal Jam and Tag with Ryan, has ranged from $20 million to under $30 million in recent years. A successful launch of Fer.al could significantly expand this revenue base.

Fer.al is now publicly available in all countries and supports PC, Mac, iOS, and Android platforms.

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