Kid-focused Moshi Monsters celebrates 10 million players

Outside the Facebook gaming world, free-to-play games are thriving in different ways. For instance, UK-based Moshi Monsters, a web-based game for children, surpassed the 10 million registered players mark. Given that the company has relied on word-of-mouth viral marketing as a way to attract new players, the 10 million mark is quite an achievement.

Playing is easy. The game lets users adopt one of six cute creatures that they'll use to customize their virtual living space, explore a world with fellow monsters and completing educational puzzles that cover basic math, spatial awareness, logic and vocabulary. Doing such tasks rewards players with virtual currency called Rox, which can be spent on furnishing their online space.