These paid sites are where the Zynga aspect really comes in. Just as they do in Farmville, teens can use a virtual currency to instantly access premium content on Alleyoop. They earn "Yoops" for completing challenges and other tasks, but they have to bring some real bling to the platform in order to access features such as one-on-one tutoring at a rate faster than they can collect Yoops on their own. The sites providing the paid services share revenue with Alleyoop.
For now, the site offers only math help for learners between the ages of 13 and 18. If successful, it will likely expand to other subjects and ages.
It may be hard to tell from its marketing materials, but Alleyoop is not a purely altruistic mission to "help kids get ready for college and life." It's a business that could net Pearson a lot of money if successfully addictive.
But unlike Zynga, the site is peddling educational material rather than time-sucking games, and that's an important distinction. As it builds profiles of learners, it starts to make recommendations for college readiness and even career choice -- all the while baiting them with the promise of more Yoops.