Facebook has announced that it will allow game developers to sell virtual game items through group discounts. Since many of the games are essentially social in nature, it makes sense for Facebook to give Facebook gamers the opportunity to share. Game developers may begin offering items with discounts, allowing users to share certain items and receive discounts when purchased by multiple users. Purchases will be shared through the feed, which link friends directly to the game or item.
According Facebook’s product manager, more than half of the game users decide to share purchases with their friends, which results in stronger engagement and conversion. It’s an attempt to squeeze as much out of you for virtual goods as they can by tagging items with “discounts.” This feature is currently available only to game developers that sell goods for Facebook credits. For now, Facebook is holding off on the rest of the business world momentarily. However, this may be a way to test how consumers will respond to these opt-in discounts. With the applications of Open Graph, Facebook may permit other companies to provide group opt-in discounts. Some companies already offer discounts on an individual basis through social media, giving followers and fans rewards by retweeting, liking, or sharing.
The amount of money in Facebook “casual” games is at times staggering. What started as a few simple Facebook gaming applications has exploded over the past year. Zynga, The company behind popular games, such as “Farmville” and the dozens of other spin-offs, has an estimated worth of $600 million. If I had to guess how much money was in these graphically inferior, unsophisticated games, I would have been very far off the mark. Never would I have thought millions of users would opt-in and pay for virtual Facebook goods.
Facebook gamers are often called “casual” gamers. It could be argued however, that spending credits makes it not so “casual” anymore.
Written By: Daniel T.
