MAY 27, 2009 • Two million unique users have registered to play Sony Online Entertainment’s Free Realms, a free-to-play MMO that launched on April 28. To date, 75% of the registrants were under age 17, with a significant 46% under 13.

Impact: Two million users sounds impressive, but the critical metric for a product like Free Realms is long term stickiness. Over the next several months, DFC will be closely monitoring Free Realms to see how long users stay engaged with the product. The goal is to have users playing for the long haul and thus buying products on a regular basis.