Although the site has evolved over the years, much of the core gameplay has remained the same since the game first launched in October 2005. Players select a penguin, customizing its color and a few simple details, and then select a server. From there they are plunged into a friendly and safe virtual world. Kids can chat with each other using a simple dictionary based chat system where many words, numbers and symbols are not allowed.

Players can take part in events, parties and special secret agent missions among other activities. Players can also play several mini-games to earn coins, the in-game currency. These coins can be later traded in for items to dress up their penguin avatar or decorate their player homes. A paid membership (approximately $6 per month) is required to turn coins into items in the game.

Overall, Club Penguin is a fun and age-appropriate game for younger kids and has retained a great deal of popularity over the years. In many ways it is the standard by which other kids games, especially virtual worlds, are measured.