[News] - The downward spiral of Social Gaming?

Here's something I wrote as a comment for an article on Gamasutra titled "Zynga's headache - Did we not see this coming?" by Leigh Alexander. 

The original article talks about the recent poor performance of Zynga's social games on Facebook (FB). This is a potential nosedive that will affect all big-time and future FB game developers. And unless something is done soon, Zynga may very well find themselves in a hot spot in the months to come. 

Let's hear your views about FB games here: Are FB games becoming too formulaic? Do you even play FB games? What should FB developers do to raise themselves to the next level?

How long can the Farmville charm last?

My comment has been duplicated here in full:

I have been playing social games to death (so I can review them) and find all of them rely on the following gimmicks. Here they are, and in no particular order of merit:

1. Initial Engagement - The first thing that pops up on a Facebook wall / email (or in the advert section) must be something visually appealing that will make [the player] click on and install the game. The recommendation from a friend may make it easier in getting a potential player to give the game a try.
2. Underlying Theme - There must be that special something to catch the attention of a player - be it a theme close to heart ("Wow, I can build up my own gang?") or a genre that he likes ("Wow, that looks like Simcity on Facebook steroids!").
3. Addictive Game Play - The game play must give daily rewards - lots of shiny baubles to tempt players to return the next day.
4. Social Virality - The abilty to spread news about the game like wild fire comes next. The more easier it is to spam friends, the greater will be the number of players flocking to the game.
5. Change, the only constant - Once a growth spurt dies down, the only way to level up the virality factor is to introduce new game play items/objects or even something new and novel.
6. Ego trip - There should be a way to boast about how well you're doing in a game. A leaderboard chart goes a long way for those who love such things. If not, why play it?
7. Reward Preview - There must be a way in the game to see the rewards at a higher level. This is why all Facebook games have a high level BOT player waiting for a player to visit.
8. Reward Desirability - There must be a set of innovative rewards that will entice a player to work towards. The Shop Menu should show all the things that a player can buy and unlock in the long run.
9. Feature Announcements - There must obviously be a way to announce to the players about new rewards - usually at the start of a game play session. You could call this a "nag"-tastic way to hook players.
10. Arena Game Play - Games that allow you to compete in friendly matches will help to enrich the game play experience. You might look forward to turning up at your local bar and talking about the memorable match up arena battle you had with a friend over a beer.
11. Return on Investment - When will a player hand out his hard earned cash? If he finds the game addictive and fun, has a whole bunch of friends to play with, has a means to boast about his current standing, and the game is constantly updated with lots of rewards. You've then got your potential "whale" - and up goes your ARPU/ARPPU.
12. [Player] Retention - If a game has done all of the above correctly, it will definitely result in the retention of players.

Best hidden from sight

The problem with Zynga (and all other Facebook games) is that everything is starting to look too formulaic and predictable. All the steps from 1 to 12 are being repeated in every new Facebook game that players keep seeing countless clones (and "clones of clones", plus "clones of clones of clones"). The only thing that can break this vicious cycle is to strengthen points 3, 4, 5, and 8 and throw in new features to buck the trend. For example (like in some MMOs) allow a player to sell/auction in-game items to friends within the game.

I am all too bleary eyed and dread to try another Facebook game that goes by the book. Too much of point number 9 is also driving me away from some games (and Zynga games are a big-time culprit). There is simply no longer any perceivable ROI and therefore no way you're going to retain me as a "whale" for your Facebook game unless you truly innovate to the next level.