Report: Social Game Virality Should Be Modeled After More Than Just Competition
In “The Near Future of Viral Design in Social Games”, Gamasutra’s Aki Jarvinen analyzes the element of ‘virality’ in today’s Facebook games. Aki looks at the key idea that to truly leverage today’s viral channels, marketers must understand and implement distribution into gameplay.
Aki begins by clarifying the role of the marketer/designer:
In this kind of design activity, the difference with marketing as such stems from the organic connection to gameplay – unless the marketer understands the details of gameplay, the viral features are in danger of turning into tacked-on messages that only take advantage of the standard communication channels of the network.
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