Web 2.0 Startups

Scoring Goals Online

Cybersports

London

Founded: 2006
Sector: Massively Multiplayer Online Computer Games
CEO: Malcolm Clark

CyberSports is up against some tough established competition, including Konami's Pro Evolution Soccer and Electronic Arts' FIFA. But it hopes to score some big online goals nonetheless. Its first game, Football Superstars, a virtual soccer game that will be available for a monthly subscription fee, is scheduled to be launched in May next year. On the pitch, each player will control one footballer. There is also the option to play at being a team manager, recruiting team members and overseeing their training in virtual gyms. The game will include life outside the stadium, in an "aspirational utopian football-based virtual world." Players will be able to buy virtual merchandise while out on the virtual town, such as brand-name sports shoes that will give them a competitive advantage on the playing field. They also will be able to design merchandise online—such as a custom football shirt—and then order the actual shirt to wear. The company plans to make money through the combination of subscriptions, advertising, and merchandise sales.