In 2012, around 68.7 million Americans will be playing social games, according to analysis firm eMarketer! Does that sound right to you? It should. Especially when you observe the amazing appeal about logging into Facebook or picking up your smartphone and playing with all your friends all around the world!
Social games are already incredibly popular. They are played by hundreds of millions of people, that’s more than those who have played “traditional” video games. So, what is a social game exactly? Why is it so different from the traditional games? What is the best way to create a successful social game? Let’s have a look about all you need to know concerning the social games.
1. Definition
It is indispensable to start with this definition. I found an interesting one on socialtimes.com, “Social games are a structured activity which has contextual rules through which users can engage with one another. Social games must be multiplayer and have one or more of the following features: turn-based, are based on social platforms for providing users with an identity and are casual”. Here’s a simpler one: “Games that run on a social network and use that network to enhance game play between players”.
2. Social Games vs Traditional Games
The differences between social and traditional game are:
- One of the main differences and appealing criteria is the fact that social games are incorporated on social networking sites such as Facebook. So, users can play for free and with friends! Social context has an impact on the game play and enjoyment. For example, if I am losing against a stranger, I might just abandon the game – this not an option when playing against a friend.
- Social games target a large public with hundred million registered users’ social networking.
- Social games attract new people, most of them are feminine. Most of the time, they don’t consider themselves as “gamers”. In average, they play 20 to 30 minutes per day. The target is wide as anyone can be keen to play.
- Social games are highly accessible: they are free, require no installation, and are easy to get started.
- One of the frequent features of social games is turn-based game mechanics to lower the stress level and focus on playing with your current crop of friends. These games allow users to take time to make their decisions, they integrate well with a players current set of friends, and they do not require the “presence” that real-time games require.
3. Keys to build a successful social game
- Social: it requires interaction to be played by people who want to share what they are doing with friends; that’s why setting up these games on Facebook or this kind of website is the special successful secret
- Relationships: people have to build new relationships or nurture them
- Relatable, appealing and fun: themes and mechanics have to be attractive and easy to understand in order to pick up new users easily. If it is not fun, it won’t monetise.
- Mass market: it has to attract a lot of people
- Addictive: it is important to retain people who played once. Therefore, it is vital to find some elements to make people go back on the website
- Quality: it is necessary to look at games in the market and know the benchmarks for playability, aesthetic quality…
4. How brands can advertise within social games?
One of the most important advantages with social games is the fact that users may see ads for hours; which is very different from television, print, search ads… where it is just few seconds.
These are few successful keys to respect before setting up an advertising campaign with social games:
- Your brand has to have a real link with the game.
- Interactions with users’ social games is important; for example you can say “Reply to this quiz (about your brand) to earn 10 points”
- Branded content have to appear for a limited time only, then it looks like a real bargain, because hard to get. However, let users keep any branded virtual goods they’ve earned or purchased
5. Key figures of social games
According to a study realised by Information Solutions Group:
- 55% of women active on social network platform play social games vs 45% men
- Users’ social games are 48 years old in average in States vs 38 years old in UK
- 43% of users’ social games play to have fun / 53% because they like challenges / 45% because they want to relax
- 83% of users’ social games play on Facebook platform
- They play 2.5hours a week in average
- 28% acquired virtual cash
- Social games represented $1.6 billion in 2010 (+100% vs 2009!) / $500 million in Europe / $5 billion in Asia
- It costs around $1 million to develop a social game (VS 3 to 7 million for a traditional game)
For all these reasons, you will understand why according to vanityfair.com, “ Zynga – the company behind such Facebook games as FarmVille, CityVille, and Zynga Poker—is the hottest topic in Silicon Valley: valued at $10 billion, with 250 million users and a rumored I.P.O. next year. Its C.E.O., Mark Pincus, takes fun very, very seriously.”