The site’s biggest demographic is the “tween” market – users between the ages of 8 and 12, and the age group responsible for $170 billion in spending in 2006, according to Euromonitor – though Small notes that the company is careful to source and develop content to target many different demographics. Much of the content is also advergaming, with companies like Coca Cola, Disney, Gillette and Warner Bros. Currently, the site hosts over 260 games, the vast majority of which are unique to Miniclip.
Founded in 2001 by CEO Robert Small and his business partner Tihan Presbie, UK-based Flash gaming site Miniclip has since gone on to become the most popular gaming website, with over 36 million unique users a month – an astonishing number, and one that makes the site the largest privately owned entertainment portal on the internet.
