Why Social Gaming Is King

The old cliche that gaming consists of closing the curtains and isolating yourself from the world could not be further from the truth. Social gaming, which incorporates community, competition, and social interaction, debunks that myth.

Let’s start with a quick definition: Social gaming refers to any type of gaming activity carried out online in which players engage with the game in teams or as individuals playing against one another or against the computer.

It is not a new phenomenon. In fact, the first commercial multiplayer online game was a role-playing one called ‘Islands of Kesmai’, released in 1984.

In 2022, social gaming will be a true phenomenon, driven by technological advances that have led to the development of dedicated gaming communities on conventional gaming platforms like PCs and consoles, mobiles, virtual reality (VR), and augmented reality (AR) spaces. Social gaming encompasses video gaming, eSports, and casino gaming.

Estimates published on Statista show that by 2024, the entire market for social gaming could be worth a staggering 98.8 billion USD. Player numbers on games like Fortnite are in the hundreds of millions—350 million users were registered for Epic Games’ blockbuster hit in 2020.

But what is it that makes social gaming so popular? Here are the key features of this type of game that make it such a success.

Sociability Makes the Games Fun

Players are far more likely to return to a game where they have interacted with another player, formed relationships, or enjoyed a competitive experience.

Let’s look at Pokemon as an example.

Think back to 2016, when Pokemon GO was released. Nintendo’s decision to utilize the advancements in AR combined with one of the most popular gaming franchises spearheaded a new generation of social gaming.

Pokemon, typically a solo experience, was brought into the real world via mobile phones. Locations all across the world featured countless Pokemon to collect and Pokemon Gyms to attack and defend, all of which could be done with or against other people.

The Pokemon GO phenomenon was staggering, particularly because it provided an experience that not even most social media platforms could—real-world interactivity. On social media, the fear of missing out on social interactions is rather intangible, but when applied to the real world, this fear can be extremely powerful.

According to Business of Apps, Pokemon GO had 232 million active users in 2016. Yet, despite suffering a severe decrease in numbers the following year to 65 million users, the game has bounced back and is increasing in popularity as the years go on—in 2020, Pokemon GO had an active player base of 166 million users.

This is what is meant by making games ‘stickier’. When a game utilizes its social aspects well, it can increase its longevity, as players crave the social interaction provided by games.

Players who found the old flash-based versions of the games too dry now enjoy the interactive elements of playing at a table with a real-life croupier and other players with whom they can chat. Developers have found that returning to the same table at the same online casino and interacting with the same dealer each time you log on makes the experience more personable and the product more sticky.

Leaderboards Add a Competitive Edge

We all want to be the best at what we do—Social Gaming players on our competitive instincts to drive its popularity.

Leaderboards represent current standings to see who is the best and where we rank among all the people in the game.

Leaderboards in gaming have existed since the inception of arcade machines, but they have evolved from local high scores to worldwide rankings of 100,000 players.

Leaderboards present data in many variations, such as time-based rankings, where players rank based on their geographical location, and group rankings among players of a similar class or level.

Gaming companies have implemented a different type of leaderboard in the form of achievements, whereby the player can complete specific tasks in-game to increase their ‘gamerscore’ - a numerical value that shows how many achievements a person has.

This adds a layer of competitiveness to the game. Seeing that players are below you can boost your confidence, whereas seeing players above you can push you to improve your skill and leapfrog over the competition.

Trading

Trading is a core component of online gaming. If you have ever played any massive multiplayer online game (MMO), such as World of Warcraft or Runescape, you will understand how important trading is in keeping players engaged.

For most people, grinding for loot and gear you want for your character can be extremely annoying, especially when the luck isn’t going your way.

Rather than constantly redoing the same dungeons and raids, trading can be a quick and efficient way to acquire what you want, allowing you to get on with what you want to do.

Not having certain gear or loot can sometimes prohibit you from interacting with friends and other players on raids and quests, potentially leading to frustration and, eventually, disengagement.

Luckily, someone will always be willing to trade items, and it is an extremely effective way of social interaction between players.

Importance of Push Notifications to Keep Players Returning

Most app developers utilize push notifications to keep their audience engaged.

This is no different in social gaming, now that mobile gaming occupies the largest portion of the gaming market; according to New Zoo, there are around 2.7 billion mobile gamers worldwide, making it a lucrative market for mobile game developers, especially if they retain their player base.

eMarketer research found on MobiLoud states that using push notifications four times increases app retention over three months.

Guilds

As mentioned above, the MMO World of Warcraft is a perfect example of an online guild where players can team up and socialize.

Alongside making the game aspect easier and more rewarding, as more people can assist with raids and dungeons, it adds a deep layer of socialization to the game, which you would not be able to get in the real world.

Playing with friends and people you interact with can positively impact the gaming experience, making you more willing to log back on and form even more memories with people worldwide.

Social Media Integration

Social media is another phenomenon of the online world, and it naturally combines with the social gaming industry. For example, Facebook’s integration with Clash of Clans has greatly driven its popularity.

Like World of Warcraft’s guild system, Clash of Clans allows a player to invite friends to their clan via social media. The calling is presented as an opportunity for family members and friends to help you protect your settlement from being attacked by other clans. Players can also share in-game achievements on Facebook to ‘boast’ about their successes, compare themselves with other clans and players, and (for the developer’s benefit) advertise the game simultaneously. This natural form of advertising helps spread the word about the game.
 

Ultimately, the popularity of social gaming is driven primarily by basic human instincts. We engage better with an online product that allows us to interact with other people, harnesses our competitive spirit, and rewards us so that we can show off our achievements to friends on social platforms. New technologies and online innovations have allowed social game developers to shape their products more effectively over time so that we can expect the reach and value of the social gaming industry to continue to grow over the next decade.