September 28, 2007
The dash to make casual more compelling
Casual games companies are getting serious about where they find their next growth driver, and it’s no surprise they see the boost coming from the introduction of social networking features.
Real Networks agreed to acquire Game Trust this week, a company that allows casual games sites to add customisable communities for players.
Its current customers include Miniclip and Slingo, but Game Trust will now provide community to Real’s sites and those of its syndication partners.
Real says 20m monthly RealArcade players as well as those in 200 casual games channels owned by its partners, will be able to connect to one another by early next year.
“Social networking will be a catalyst for the next wave of casual games growth,” predicted James Kuai, a research analyst with Parks Associates.
The developer PlayFirst announced this week that its biggest hit, Diner Dash, would include personalisation and social networking in its latest version – Diner Dash Hometown Hero.
Players will be able customize their waiters and diners and share their designs with others. It also borrows from virtual worlds in allowing players to buy extra items for their restaurant world from prices starting at 49 cents.
“The casual games market is growing nicely, but sticking with standalone games at the current $20-per-game business model isn’t giving casual gamers enough of what they want,” said John Welch, PlayFirst chief executive.
“With the launch of Diner Dash: Hometown Hero, we debut personalisation and sharing features found in social networks and virtual worlds, but with a ‘casual’ approach.”
It seems online casual gamers are more inclined towards social networking than most.
Nielsen/NetRatings reported recently they were 30 per cent more likely to participate in bulletin boards and 75 per cent more likely to visit a chat room than internet users overall.
