How People are Using it to Gain Followers and Make Cash
Social gaming has seen impressive growth in the last few years due to the expansion of online games to social media sites like Facebook with expansion to multiple platforms including iPads and iPhones. Social games on websites like Facebook are gaining popularity largely because they’re much less expensive to play than traditional console games. It’s also estimated that over 50 percent of social gamers are female, whereas traditional hardcore games are much more popular with the young male audience. The trend that is seeing more people go online to play games presents a great opportunity for online game data analytics and monetisation.
Game Analytics and “Gamification”
Game analytics are beginning to be used and will be used more extensively in the years to come. Social gaming analytics are capable of providing extensive information about user behaviour, leading to more effective marketing and monetisation. In an article featured at Ibm.com, Kimberly Chullis says that “gamification” is also becoming increasingly popular. Gamification uses gaming principles to drive consumer behavior. For example, by turning something like a healthcare wellness site into a game with rewards, you can influence people to adopt more healthy behaviors. In addition to social gaming, Chullis also points out that “if new state legislation passes to legalize online gambling, a new focus on advanced analytics and micro segmentation to drive player monetization based on gambling patterns will emerge” as well.
Examples of Social Gaming Companies
Some social gaming companies are already beginning to realise tremendous growth. Social casino games and community games like versions of games like bingo from Jackpotjoy, for example, are among the fastest growing social games. For those not familiar with Jackpotjoy, Gamesys Group is behind this leading UK brand who just recently came out with a Facebook app called “Bingo and Slots Friendzy App on Facebook,” which allows users 18-years of age or older to win real cash jackpots. They’re also fully recognised and responsible gambling operator, regulated within the EU.
Also, one gaming company, Kabam, who makes intensive games for social websites like Facebook, has recently grown from 25 employees to over 400. At 7 million, the company has a relatively small amount of users compared to other online gaming companies. The thing that is unique about Kabam’s games is users spend hours at a time playing and are also logging on and playing nearly every day.
Monetise and Virtual Goods
Kabam’s games are free to play but the company is able to monetise them by allowing users to purchase virtual goods with real money. They also monetise games by offering players various time-saving upgrades as well. In an article featured at Venturebeat.com, Dean Takahashi writes that “Kabam’s users are as dedicated as console gamers” and because of this “they’re willing to spend more than $60 sometimes, just to get a much-needed advantage that will make them look good in front of their fellow alliance members.”
Despite the success of companies like Kabam, one popular blog points out that social and mobile gaming in general is still having a hard time monetising their users and that mobile and social real-money gambling presents a much better opportunity for monetisation. Although online gambling has a more time consuming entry process since the user has to enter personal and payment information, once customers are signed up, monetisation rates are very high.
Online gambling is indeed much easier to monetise than online gaming. However, many people are beginning to realise that putting the two together creates a huge financial opportunity. Social casino games are already increasing in popularity on Facebook and other web sites. Most of these games are played for fun and are similar to demo mode versions of real-money gambling games. However, the new wave of the future will be social casino games that allow users to place real-money bets.