Interview of 4 social game developers

Four social game developers (from Zynga, Playfish, Playdom and Crowdstar) were interviewed during the Flash Games Summit on March 8, 2010.

Here are some excerpts that I found interesting:

"Moderator: What are four words that are the keys to successful social games?

Playfish: Social - provide a context for meaningful interaction, Relatable, pick themes and mechanics that are understandable and aspirational; Rewarding, emotionally rewarding and socially, reinforcement schedules to keep players engaged, Emergent gameplay, easy to pick up but emergent complexity and depth

Zynga: Mass Market - if it doesn't appeal to enough ppl, it won't be as successful as you want; Invest - ppl need to be excited about investing their time in it, Express - needs to be a game that ppl want to express themselves in; Relationships - allow ppl to create new relationships or nurture existing relationships



Moderator: Why do you think those casual game companies don't experience the same success on FB?

Zynga: Guild of Heroes was a Diablo 2 clone - I joined the company as it was finishing up. The question was how is it social - and it wasn't. The team thinking was that they'd add the social afterward. And it doesn't work. Needs to built from ground up.

Playdom: I agree. So many examples of that. Lots of examples of games on FB that would be big if they weren't on FB. FB games need to be social from the ground up. Also, lots of the users in the social gaming space are REALLY casual, so Bejeweled did it right with short play sessions, accessibility. Notifications have gone away. FB is moving away from one-to-many notifications and toward more deliberate, one-to-one notifications. User to User, App to User.

Crowdstar: I think this is a pretty profound change. Makes it increasingly difficult for other companies to reach the same success we have. Will be very difficult for other companies to get where we have. Changes way you're going to distribute your game. For business people, it's something they need to look at closely to see how they're going to grow their game. You're going to have to spend more money to launch something.



Moderator: Most of you have two currencies, right?

Playdom: We have a couple PHDs helpding to manage our economies.

Crowdstar: I heard one of the Playfish guys saying they deal with a billion pieces of data a day(?).

Zynga: Zynga collects 5TB of data per day and we have a team that turns that into reports we can track.

Playdom: Very different from any other industry I've seen. I came from Google and YouTube and thought those were data driven companies, but this is way beyond that. You can make valuable decisions within minutes because everyone is logged in all the time and the quality of the info is so much higher than worrying about cookies, etc."



Moderator: Aren't these games just sophisticated slot machines?

Zynga: Farmville brings families together. Moms play with their 4 year olds, etc.


[Source: freetoplay.biz]

As mentioned, the removal of FaceBook Notifications (from apps), which is to reduce spam, will make it a lot harder for new applications to become popular without external advertising.