The Rise of Social Gaming
By Matt Wells
Social gaming is not a new thing, but the number of people now taking part in social gaming is rapidly increasing. Gaming online has not just changed how we socialise, but has also changed how we spend. Players are now buying virtual credits, as well as virtual gifts for other players, with real life currency. While it would be logical to assume that the growing ownership of smartphones is responsible, interestingly enough 90% of social gamers still use a laptop or a PC when they play. This is most likely so that they can use other social networking sites such as Facebook and Twitter while they play games online. This is something which shows that our social lives are gradually becoming digitalized.
iPhones are a popular choice for social gaming, as mobile connectivity is improving across the nation. The use of smartphones for gaming is likely to increase as 4G, the successor to 3G, is rolled out across the country. 4G will allow for better downloading and streaming speeds and capacity, as well as faster connectivity. So, simultaneous gaming and online socialising will be faster and easier.
Zynga games are some of the most popular. Farmville is the nation’s favourite and Bejewelled Blitz and Mafia Wars close behind. The endemic Candy Crush Saga has also become a national phenomenon, and there are already reports of players suffering from Candy Crush addictions.
It isn’t just social games which are changing the way we socialise and spend money online – social casinos are also on the rise. In the US, social casino companies generated more than $1million in revenue last year. The appeal of these is that they combine a casino and a social networking site. Players can ‘chat’ to their friends while they play, and some casinos have facilities where players can gamble together, online. This is great news for small game developers, as it has opened up a new area for growth in the mobile apps market.
What remains to be seen is how the new social casinos will further affect how we socialise. Also, how they will fit into the strict responsible gaming guidelines which have to be adhered to by bricks and mortar casinos, and online poker sites.
David Williams, Head of Consumer PR at Ladbrokes commented on the matter: “The influence of women in this sphere can scarcely be over-estimated. They are engaging more in new forms of social gaming at a rapid rate and as providers of key betting and gaming products we are always on the look-out for innovative ways to appeal to the female audience. The numbers of women playing are exciting for a brand like ours and our challenge is now to develop the ways to monetise the female social gaming enthusiasm.”