NEWS EXTRA
Social gaming to take off in coming years
Gaming on Social Networks is set for rapid expansion as companies ready a move into online gaming in the US. The US social gaming market is forecast to grow 275 percent to $5.5 billion by 2015 and could become the pinnacle point at which players meet new games across online and mobile platforms.
S
ocial gaming has come of age, highlighted by facebook, a start-up that has revolutionised social networking and the way future generations of gamers interact, access games and media.
Facebook has created an active platform of 845 million monthly users, 425 million mobile monthly users and 2.7 billion daily likes and comments, according to the prospectus filed ahead of the company’s expected IPO. Gaming companies want a piece of the action and
carve out a new customer base for themselves. As more interactive divisions become established in anticipation of internet gambling in the US, bridging content with social networks is high on the agenda. Social gaming has always been a hits-driven
business. New game development that incorporates engaging content and social features to attract a range of demographics will enable companies to explore a new lucrative market. Companies are already beginning to capitalise on this future growth. IGT made a surprise purchase of social casino games developer Double Down Interactive for $500m earlier this year. The investment was made to drive gaming content suited to the social environment, and cross-develop between online, mobile and social gaming platforms. The biggest company in the sector is Zynga, which
generated almost $900m in gross revenue from Facebook last year. Its social Poker game has become the world’s most played poker tournament. The company has since introduced its social-take on Bingo and Slingo games, as it eyes a potential move into regulated online gaming. The majority of gaming companies are yet to take the social plunge, as Facebook does not allow cash to be withdrawn from the service giving a blurred path to monetisation. This is not likely to change in the near future either and Facebook has made no inclination to amend this.
Currently, players purchase virtual credits that can be used within games to place bets and purchase in- game goods, but can’t exchange for real money. These regular micro-payments however, are getting easier and users are becoming more accustomed to paying with virtual currency. Banner advertising has also been recently
permitted on Facebook for casino companies and as forms of advertising like interstitial ads, sponsorships and branded virtual goods grow, so will revenue per user. This will help drive players to targeted apps and continue develop the market. Market research has been transformed by social
networks and mines rich data sources, previously unobtainable. As users build individual online profiles and their own social networks, information is captured across all players and provides specific information that can be used to develop a more user- centric experience. The potential of social networking is in plain sight. If a user accesses an app, their information is dropped into the operator’s database. If a user “likes” an app, it is instantly shared amongst their network creating a viral effect. Gamers can be presented information about promotions, new games, the brand behind the game and integration with land-based, online and mobile casino environments. Players now have more options than ever before to
discover new games and apps they can use in a casino. As the world continues to turn more “social” and increasingly connected, companies have the opportunity to meet players in new and creative ways.
Innovate Gaming is a free online resource of
the latest news and innovations in Land-Based, Online and Mobile gaming industries. We provide daily gaming reports from around the world and feature product, technology and social media information for the industry.
www.innovategaming.com 12 APRIL 2012
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100