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BizReport : Research archives : February 27, 2012


Social game interest waning?

Farmville, Mobwars...two games synonymous with Facebook. But, according to a new report, the social network and its users aren't all that interested in games these days. That isn't to say some aren't still playing or that Facebook is kicking games off its platform; it is more like the interest level is falling.

by Kristina Knight

"Facebook rocketed to prominence as a gaming platform in 2009 and 2010," said Steve Bailey, senior analyst for games at HIS, formerly Screen Digest. "However, with equal speed, the market then settled into a state of maturity in 2011, with conditions becoming markedly more challenging for game operators. While Facebook remains a worthwhile opportunity for companies able to meet these challenges, the tone of the market in 2012 will be somewhat muted compared to the optimistic outlook of the past few years."

Their research shows that while games on Facebook showed fast growth in both 2009 and 2010, 2011 saw a sharp decline the number of regular gamers. Upwards of half Facebook users were also gamers in 2010, they report, while the number of monthly active users playing games in 2011 shrank to 25%.

That, say researchers, will cause a problem for game developers hoping to use Facebook to engage an audience this year. The biggest challenges include finding and engaging new gamers through the social network and finding a way to monetize the games so that the developer earns money. Since Facebook Credits are the compulsory payment platform this is likely going to be a huge issue moving forward.






Tags: game development, game monetization, IHS, social gaming, social marketing








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  • Anonymous

    The games themselves have a lot of bugs and ultimately end up being mere time-wasters and not as much fun as at first. Basically fun for a little while and then move on, please. An entertaining gimmick that becomes tiring...





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