Stardoll, the social gaming site for mostly female teenagers interested in fame, fashion and friends which has had over $10m invested in it, appears to be going for a break out moment. It’s going for a site redesign with a more upbeat modern appearance and more features to increase engagement and shopping for virtual goods. But will it be enough?
Admittedly the site has been growing. The average age of users rising from 13 years old in 2009 to 15 years old in 2010 and year on year growth shows registered users have more than doubled from 35 to 68.7 million.
And other metrics are up, with time spent on the site increasing from 13.3 to 17.05 minutes and pageviews are up 40% from 6.2m to 8.7m.
Stardoll also says its ad business is working well in the key markets of the U.S, Europe and Canada with global brands using it such as Unilever, P&G, Disney, Warner, Miss Sixty, Sony, Paramount, 20th Century Fox and Penguin Publishing.
Unfortunately, with a Series B invested and no IPO market in site where is Stardoll’s potential exit? Way out of sight it would appear.
Which is why is makes sense to try and push its audience upwards to ages where its users are starting to be old enough to have their own credit cards, as we can see by this much slicker, older site design which will work with older teens, especially in emerging markets.