In September 2007 we wrote an article about Browser based games. We showed you some examples and why they were growing – basically in a stresstetained world, users have less time to completely focus on full-fledged videogame. Browser based games were an intelligent and obvious solution to this problem as they would allow users to spend very little of their time on each login.
Two years later, we live on the Mafia rule. The article in question shows the rise to power of the Social Networking-based game Mafia, which spreads from Facebook to Myspace to the IPhone. The question that comes to mind is – although Browser Based Games were already strong, how do Social Networks helped them (in this case, the Mafia franchise) grow to a point where you can’t check your Facebook Notices without coming across a Mafia post?
Browser Based games took a natural evolution towards Social Networks due to their strong friend need component. Most of these games require the user to have friends in order to help grow your power – be it having more power in fights or gaining rare items, for example. Before entering the Social Networks, the users had to add users manually via e-mail addresses. Now you just post on your wall, broadcast to your friends or send massive invites and see how bites.
Not only is this, but the app itself is programmed to broadcast certain comments to users when you do specific actions. You can deactivate these posts via the app options, but most users will let it happen because they want other users to help them grow. It is a definite proof that, if it benefits the user and makes sense in the app nature, then they don’t mind letting brands or product communicate via their account.
Sure, it sounds obvious that this evolution was natural, but it doesn’t seem so obvious for some Brands who still aren’t dwelling on the Social Networks. The raw potential of users and their involvement can make wonders for a product or brand. Today Mafia is known by practically every user on Facebook – be it because they play on it or they have at least one friend who does. The bottom line is that they play Mafia, but Mafia also plays them.

When the theme of Social Networking is at hand, usually a few keywords come to mind – MySpace, community, friend list, pictures – amongst a few others that, when place together, build in our imaginary the concept of a Social Networking Website. But, what most people fail to notice is that Social Networking as concept is evolving beyond its original model, developing new areas, restructuring the basics and adding a new extra value for the users.

In a previous post, I explained how users in a SNW can be placed in various categories. The next step is defining categories for the SNW – their structure, purpose and main types of users. But before starting with those posts, I thought it would be interesting approaching a type of website which can be considered a hybrid for SNW – browser games. Continue reading ‘Social Networking Profiling – The Missing Link’