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.
Popularity: 4% [?]
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