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Three reasons social gaming on Facebook is declining

Over the past couple of weeks there’s been some focus on the fact that Zynga, maker of social games such as Farmville, had a big decline in users during May. Back in January we predicted some fatigue with those games, albeit in the context of ongoing big growth. The decline for Zynga and its flagship Farmville tend to shine a light on a number of issues that need to be resolved, particularly within Facebook:

1. The Spam Driver

One of the key components of the Facebook-based games has been the promotion of achievements within the game on a user’s Wall. Anyone who’s used Facebook knows this only too well, and the backlash has been considerable, to the point that back in February support this was hobbled. Fast forward a couple of months and you have the widespread drop in numbers. A coincidence?

The old notification spam may have been as annoying as hell but it obviously drew in new players, like any spam-like activity will. It may not be missed, but it’s certainly one of the factors that’s hit social gaming fairly hard. The upside is it will force game creators to make games even more engaging – a better growth driver than spam. Of course, the spam isn’t totally gone either – it’s just simpler to suppress.

2. WoW Without The Wow

Usng Farmville as an example, I only needed to play it for a couple of hours to realise how closely it’s modelled on an MMO framework. Everything from the grinding ‘quests’ and achievements system, through to peer competitiveness and in-world currency. The trouble is, Farmville doesn’t quite have the thrill factor of a hard core MMO. It’s not a fair comparison, but the point is that it’s hard for Farmville to keep innovating so that the endless tasks don’t seem frustrating or even pointless.

I’ve spent many an hour doing pointless / frustrating things in World of Warcraft for example – but it didn’t seem that way as there was always an enticing goal at the end of it. Sure, Farmville offers bigger an better houses / sheds / farming equipment but it wears thin pretty quickly. The challenge for social virtual worlds, like gaming more broadly, is keeping it interesting, and it seems there’s still some work to do. There’s also the issue these social worlds aren’t truly socially interactive: when my avatar can chat and farm with my neighbour, then I’m starting to get interested again.

3. The Trade Embargo

Whether it’s Second Life, World of Warcraft or Entropia Universe, one of the keys to their success has been the ability to make money as well as spend it. In some cases that can translate to hard currency – in others its the ability to earn virtual currency from selling goods that are no longer useful or have been created by their original user (here’s a great post on the growing focus on content creation). Sure, in Farmville you can do some limited selling but it’s the finesse of the more mature platforms that provide a lot of the enjoyment. When I can make decent amounts of real or virtual money in a fair way in a social world, then I’ve got even more incentive to stay there. Money isn’t a driver for a lot of people, but it’s more the link between that money-making capability and a more intricate community that makes the difference.

A reversible decline

All the issues discussed above are evolutionary ones to some extent – as social gaming continues to improve then one can hope their interactivity, creativity and overall engagement will improve also. I’m pretty confident the decline is a short-term one and to some extent a desirable one. Sanity checks like that can lead to better platforms and applications and that’s the way things appear to be heading.

Over to you: what are the gaps in social gaming that need to be filled?

Popularity: 2% [?]

Virtual Adultery and Cyberspace Love screening on SBS

Virtual Adultery and Cyberspace Love is a documentary originally screened in early 2008 on the BBC. It’s worth remembering that context, as regular Second Life residents may find watching a little frustrating otherwise.

The documentary follows people who’ve met in Second Life, and the ramifications that has had on their real world relationships. I’ve seen about half of the total content of the documentary and overall I’d say it’s worth a watch, but it’s not as engaging as say the local Alter Ego.

The more discerning Second Life resident will be dismayed at how there’s yet another tawdry and narrowly focused portrayal of life in-world. For me, it was a two-sided experience: annoyance at some of the portrayals but also an acceptance that as a documentary it certainly captured the emotions of the people involved.

Virtual Adultery and Cyberspace Love screens tonight on SBS at 10pm AEDT.

Popularity: 1% [?]

Does a cross-platform interface make Second Life a second-class application?

Is a cross platform application UI really all that good for users?If you’re a Mac user, you know you’ve got access to a whole slew of first-class applications. That is, apps that follow the user-interface style guidelines for the Mac. Painstakingly developed and tested over time, the guidelines ensure consistent layouts of menus, options and hotkeys, so that you don’t spend your time struggling to work out how to do the familiar, when you should be getting on with gaining expertise in the unfamiliar.

Windows also has it’s own user-interface conventions (though they are not so strongly adhered to), and Linux has its own body of user-interface conventions also (though mostly just a matter of custom).

The thing is, the applications that follow those local rules are quite simply easier on the user, and that gives them a popularity boost right there. You don’t have to think about the hotkeys for saving or quitting. You don’t have to search high and low to find preferences. Your first-class applications are all laid out in the same way, where they have anything in common.

Second Life, however, isn’t a native first-class application on any of the three supported platforms. It sports an interface that’s somewhat alien to all three. My contention here is that perhaps an attempt should be made to actually give the Second Life viewer an overhaul and actually give each platform a native-style first-class UI.

i.e: Have the Mac viewer follow the Mac UI conventions for menus, hot-keys, drag and drop. The whole nine-yards. Windows and Linux viewers should get their UI reworked to follow their local conventions, too.

Sure, there’s a downside to this. More limited opportunities for cross-platform tutorials and documentation, you’d need to triple-up in some cases. Plus extra work from developers and QA.

The question is, however, who are we supposed to be making the viewer UI easier for? Documenters, devs and QA staff, or the actual users? The unified cross-platform interface doesn’t do the user much in the way of favours, and frankly not many second-class applications ever really hit the heights of popularity on any platform. Without following native user-interface conventions, you’re ultimately deprecated somewhat by the very people you need to win over: the actual users.

Ultimately, though, this is something that needs to be proven out by experiment before you can say for certain that a first-class native-conformant UI will do a better job than the existing second-class UI.

With a variety of third-party Second Life viewers out there the question is, who will be the first to try the idea out? I don’t think it will be Linden Lab.

Popularity: 3% [?]