Games engage on the social network better than any other online platform. But is Facebook turning into the biggest interactive playground in the world? Can it offer more? The recent Facebook IPO saw a declaration that Facebook made 30% of it’s revenue from Zynga Poker, despite the fact that Zynga is reporting a net loss. Just how dependent is Facebook on the games developed by Zynga? These questions will only be answered in the coming months as the social network unveils it post IPO plans.
In the meantime, I believe that we will see games being used even more in the engagement process to gain new customers. Many online gaming, casino and poker brands are looking to Facebook to add virtual currency gaming to their offerings. In the past, online casino brands have used Facebook to advertise their casino offerings by running indirect campaigns and using filters through means of data capture or survey. Now as talk of real money gaming applications will begin on Facebook, many regulated online casinos are strategically positioning themselves with virtual money gambling applications.
Additionally, many of the large game development companies are beginning to align themselves with regulated gambling entities. Just last week saw PopCap, a subsidiary of Electronic Arts, extend its offering of social games by adding a social casino. The Lucky Gem Casino, which will be exclusive to Facebook, will include some of PopCap’s most popular games such as Bejeweled, Bookworm, Chuzzle, and Zuma.
Will this be the future money generator for Facebook? Would Facebook be bold enough to act as an affiliate partner of some of the bigger online casino operators and enjoy revenues from real money gaming? Only time will tell.
F-Commerce isn’t just about selling tangible goods inside Facebook. It’s about making money by reaching, engaging and interacting with the right audience and demographic. Below is a table showing the top 25 game developers together with their respective list of games each one has developed.