One in Five Social Network Users Play Social Games

Farmville might be even more appealing to gamers than previously thought according to new insights from consumer and retail market research firm NPD. In their latest Social Network Gaming, the firm digs deep into what propels gamers towards social games, and what appeal games like Farmville hold for those who were not gamers before signing up for Facebook or another social network. And while some of the findings confirm the general assumptions of those in the know, there are many new stats that will help social gaming companies position their products to appeal to this new breed of gamer. According to this US-based report, one in five, or 20%, of social network users ages 6 and up say they have played a social game in the past three months. This means that 56.8 million people in the US alone are active social gamers. Looking at this segment of gamers in more detail, the report finds that 65% of them have played games on other platforms - handhelds, consoles and the like. However, 35% of social gamers are first timers to the experience. And as NPD discusses, this means that game developers will have to come up with new hooks and ways to engage a significant portion of their user base without relying on franchise game icons and formulaic gameplay. For these gamers, it's all about being social. The first-time gamers indicate that interaction with their friends is the driving factor when choosing whether and which games to play on Facebook and other social networks. If their news feeds become even more focused on what their close friends are doing - and if these friends are playing games - it's likely they will maintain or increase their gaming activity. The demographics of first-time gamers show that older, female social network users are the most likely to try a game because they see their friends enjoying it in their news feed. Three quarters of males surveyed in this report indicate that they had played games previously to playing them on a social network, while only 56% of females had played games in their adult lives. And as the respondents get older, it is less likely that they had ever played games before Facebook. These stats might not surprise those who have been watching the social gaming space, but they do confirm the identity of the new social gamer. She's female, older, and likes to play what her friends are playing. Game developers would do well to keep her in mind when they're designing their next product.

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One in Five Social Network Users Play Social Games

Lauren Dugan

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Lauren Dugan