Dallas – Revenues from video games on social networks are expected
to quintuple between 2010 and 2015, growing from over $1 billion last year to
$5 billion by 2015, according to a report from market research firm Parks
Associates.
The firm credits improving user monetization, and notes that
innovations like branded games, sponsored items, communities and
"advertainment" will generate new revenue streams for publishers.
"Gaming
on social networks has quickly become the most visible category of online
games," said Parks Associates research analyst Pietro Macchiarella.
"Right now more than 250 million people play games like Zynga’s CityVille
and FarmVille on Facebook every month, and both game developers and marketers
have taken notice."
"The most powerful asset of social game
developers is the quantity of behavioral data that they can obtain from their
games," Macchiarella added.
"The abilities to measure the efficacy of
different gameplay mechanisms, to tweak game design in near-real time, and to
test new models are advantages that traditional gaming companies will never
have."
*Disclosure: Parks Associates is a sponsor of Digital Media Wire.
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