Virtual worlds are a "powerful and engaging" interactive alternative to more passive activities, such as watching television, potentially enabling children to rehearse useful real-life activities in a virtual space, according to a BBC-sponsored study conducted by the University of Westminster on BBC virtual world Adventure Rock.

The group's research analyzed how children explored and used Adventure Rock, gathering feedback on perceived good and bad aspects. Researcher Professor Gauntlett found that the children often assumed one of eight roles in the world, acting as explorers, social climbers, and power users seeking information on the virtual world's mechanics.

The study noted that children who took part in the study enjoyed the ability to create their own content, such as music, cartoons, and videos. They also enjoyed tools that allowed them to compare their standing in the virtual world with others.

Gauntlett concluded that online worlds are useful rehearsal spaces in which children can use their imaginations and try out actions without having to worry about the consequences often present in the real world. He urged the BBC and developers behind other virtual worlds to involve children early on.

Said Will Davies, a teacher at Peterston Super Ely primary, one of the study's participants,
"The kids know what they are doing and are very good at telling you in a brutally honest and forthright manner about what they want to see." Irene Sutherland, a teacher at Merrylee primary, another school which took part, added, "Children were adamant about the bits they did not play but were full of ideas about how to improve them."