This is an epic read by Greg Costikyan, and I think he's bang on target: "social games" are for the most part, not particularly social, often somewhat anti-social, and yet could be actually-social - with a little more game design and a little less click-design. A sweet spot, if you like; Kingdoms of Camelot came up a lot in the halls at GDC, as the little "social" (i.e. Facebook game) - with only (!) 800K users: but 800K users who monetize at some crazy amount like $30 each.
(At least, I think it was them - seems likely.)
Thus continue the rumblings that all is not well in the social game world. Some think the crash is coming soon. Certainly Zynga has been buying up as much outside, sterling games talent as it can get its hands on - Area/Code, Conduit Labs, Wonderland Software, and on the list goes. A sensible plan, for when the Facebook masses see through the clickbait and decide they want something better, Zynga and pals should have some amazing games ready and waiting.
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