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Facebook Credits: Social Media Money

Saturday, January 30th, 2010

Anyone who has known me for at least 15 seconds knows that you are probably not going to find anyone more skeptical/cynical.  All the chatter about how Facebook credits will invigorate the Facebook gaming space didn’t really have much of an impact on me…until I started playing Happy Island. 

In three days, I have spent more real currency than I have in several months playing Café World, Tiki Farm, and Fishville combined.  It is just so seamless and easy to spend money that you can’t resist (or at least I can’t).  This is a game changer (pardon the pun, but again, my blog, I can do these type of things). 

It’s very exciting and I can’t wait until we get Facebook credits in our games.  Stay tuned!

Lloyd Melnick
Chief Customer Officer


Facebook and Social Gaming: ‘The Crazies’ Survival Kit

Monday, January 25th, 2010

In anticipation of the upcoming The Crazies Tower Defense game based on the movie release, I have created a Basic Survival Kit in case of a Crazies attack. Don’t get caught unprepared when those killer viruses start transmutation in a neighborhood near you!

It is a good list for other, more run of the mill-type emergencies… though not as fun as using it against the hordes of infected Crazies!

1. Bleach. Not only will a few drops purify water sources for drinking, but bleach can also offer a quick fix during a surprise attack. Simply throw some at the eyes of perpetrating Crazies to add valuable seconds in your escape!  How it burns!

2. Mini Ax. Cuts down trees for both fire and fort construction in order to protect you against the elements. Plus, it is great for slicing and dicing the Crazies. You can’t go wrong with this handy tool!

3. Emergency Crank 2-way Radio. Learn about your predicament. Call in your location. Let the military know you are not infected to avoid that tragic ’survive a zombie invasion only to get a bullet between the eyes’ ending.  Oh yeah, we have all seen that movie!

4. Gun. Hunting animals for food, keeping aggressive survivors away, the typical ’shot in the brain’ zombie-like kill. Downside: running low on ammo. Upside: your mini ax will never run out.

5. Duct tape. Handy in every-which-way possible when dire situations threaten your survival– just ask MacGyver. And though MacGyver never used it for tying up Crazies to extract some sort of antivirus, I am sure he would approve!

6. Medicine & antibacterial care. Clean your wounds and treat small conditions before they turn sour. Remember, when a member of your party is bitten by an infected friend or family member, do not try to treat them and do not ignore the impending doom! One swift blow to the head with your trusty mini ax is the only sure-fire treatment for any possibly contaminated party members.

7. Gasoline. For many uses– from driving to safety and fueling your fire to cook to thoroughly toasting Infected remains for disposal. Better safe than sorry: shoot between the eyes, remove the head and burn. No coming back from that. Just don’t forget the matches!

Check out our Twitter account @TheCraziesTD and Facebook Page: http://www.facebook.com/pages/The-Crazies-Tower-Defense/199121078443 for more helpful advice when the going gets tough, and the neighborhood gets Crazy!

Gwendolyn Borgen


The Return to the Social Roots of Gaming

Saturday, January 23rd, 2010

Way back when, gaming was simple. The graphics basic, limited by the technology of the age; therefore, the game play and goals were basic. All you had to do was play to get to the next level (even though all levels were basically the same in design/story) and play to achieve the highest score such as in Space Invaders. Gaming was a social event, being mainly played out in arcades in the accompaniment of your peers, where competition through high scores was key motivational factor to keep on playing.

The next incarnation was gaming consoles and games with more complex stories.  The first I remember playing was Mario. The reasons why you played changed– you would play for the story and the main goals were no longer to rise in rank or to get the high score to impress your friends. You played to be a part of the environment, to explore different levels, and to be a part of the story as it unfolds. Gaming moved away from its social roots in the arcade to a more personal, home venture.

Jump ahead a few decades.

The advent of online gaming is claiming the time of committed gamers now. Call of Duty is one of the main games.  The goals of the gamer have changed again. No longer do people play to get new levels nor for the story, but the goals mirror their arcade roots.  The goal of the social gamer is to gain stats and play against friends to achieve the high score all from the comfort of your home.

Now, the social gaming consoles are limited to those who own them; however, with social games online, such as those on Facebook, the need for gaming is now met.  It is no longer along the lines we once played such as Final Fantasy.  It is back to the basics: simple levels, basic graphics, and the goal of social competition to keep you coming back.

Do high scores, ranking, and social recognition outweigh the story or the actual complexity of game play? I for one love a great game with epic stories that challenges you, but I can understand the even more addictive nature of surpassing your peers in  competition. It is what makes you come back, even when the dynamics of the game is as repetitive as sowing crops.

Gwendolyn Borgen


Drinking Buddies Facebook Social Games Spans Many Countries

Tuesday, January 19th, 2010

It’s been one month since we’ve launched Drinking Buddies and I decided that I’ve amassed enough reasons to celebrate it.

Driving to one of local bars in Chapel Hill, where my friend Tom works as professional intoxicator, I’ve been thinking about how challenging it has been for me as a Producer. In fact, very little of my experience that I’ve gained producing casual games could be applied to producing the Facebook social game Drinking Buddies. The main difference in producing social games for Facebook or any social platform is there’s no such thing as a “postmortem” simply because there’s no Golden Master.  As long as our game is gaining new users it will continue evolving and eventually become an even important part of my life and, hopefully, my project for years to come. Basically, once any game on a social platform is launched you can have a “postpartum” with your peers and then it’s going to be a series of numerous check-ups. It sounds so much like a living being it’s scary, isn’t it?

We’ve hit 10K+ MAU (Monthly Active Users) yesterday. In fact, this the main reason I’m visiting my bartender friend Tom tonight. Of course we have long way to go to compete with 800 hundred pound gorilla games from our West Coast competitors.  Yet it feels great to check our rankings every day and see how many new folks came aboard. “Look,” says Lijith, who leads our project on our developer’s side, “we are moving into the right direction!  We got another 500 folks to share drinks with their friends tonight. Isn’t that great?”

It is great, indeed.   Lijith and I have been living a very intense life lately. Our working hours have extended in a desperate attempt to cover each other’s normal working hours so both of us in fact feel relocated to the other’s country. My day starts very often in Kochi, India when the rest of my neighborhood rests peacefully in Orpheus’ arms and Lijith wraps up his work day when his native town is about to call it a night.

Cheers, Lijith!

Let’s go wild – you in Kochi and me here in Chapel Hill once we hit 500.000 users per month.

Dimitri Kirin


Social Media and Casual Video Gaming

Saturday, October 31st, 2009

After my last blog entry, the question came up whether it is “that easy” to evolve from purely a casual game download company to a social gaming company.  The answer is NO and I am sorry if I implied it is easy.  Casual game download companies have many competitive advantages when moving into social media space but it won’t be easy and success is not guaranteed. 

First, the mindset must change.  We are no longer creating a discrete product but really providing an on-going service.  It’s not about developing a great game, testing it, testing it some more and shipping it to your on-line and retail distribution partners.  Although we are still creating a game, it is (hopefully) never finished.  The product that initially hits the market must constantly evolve, both to keep the player engaged over weeks, months and years and also to allow you to monetize the end user, as you no longer making one discrete sale and then done with it.  Development resources must stay focused on the video game.  Your team can’t just pack up on move on to the next project.  The shift from creating a product to providing a service has huge implications on your product pipeline and resource needs.

Second, the training wheels are off with social media.  You won’t be able to fall back on portals or distributors to handle the transactions, customer and tech support, hosting, localization, marketing and general hand holding.  It’s up to you to create a robust solution around your games that keeps your customers coming back and continually generates revenue from them.  The upside is you will now have direct interaction with your customers.   You will know what they like, what they hate, and who they are.  You will be able to cross sell them other games and build up a relationship that right now you are ceding to your distribution partners.  Oh yeah, and you will keep a much larger share of the revenue.  Rather then ending up with 25-40 percent of the gross revenue from sales of your game, you will get between 80-95+ percent of the gross revenue (which you must subtract your marketing and server expenses), which on a profitable game can be a big difference.

Third, marketing.  Although already touched upon in the previous point, you no longer will have a partner that can generate interest in your video game.  Some developers in the social media space are already spending $1 million plus per title on marketing.  In the casual download space, you can get buy spending virtually nothing and relying on the portals marketing to attract interest in your games.  Now you probably don’t have to spend $1 million per game per month (we are not planning on it).  There are a lot of creative and innovative ways to generate interest and build a fan base (after all, the beauty of social media is its viral marketing) without taking the brute force approach of just throwing ad dollars around.  Remember though…it’s never free and will take a lot of time.

I could probably list ten other points, but I have always considered three a lucky number so I want to throw out these key points as issues any casual game company should consider before trying the social media space.

Lloyd Melnick,
Merscom Chief Customer Officer


The Future of Social Gaming to Facebook

Monday, October 26th, 2009

Having just completed my twelfth Casual Connect (yes…12), it seems like the perfect time to start Merscom’s Executive blog.   Rather than looking at the past four years, I am more interested in focusing on the future exciting opportunities in the industry.  First, among these opportunities, is social gaming like games for Facebook, MySpace, and vKontakte.  While “casual games” initially meant creating games for people who are definitely not gamers, social games now make virtually anyone in the world a potential customer.  It is true that mass market gaming and it is a great opportunity for casual game companies.  No other industry has extensive experience creating compelling content for non-gamers, such as entertainment content to replace television programming, movies, magazines, and even literature.

The success of games like Farmville, Mafia Wars, and Sorority Life (each with tens of millions monthly users) shows that these customers are, to put mildly, receptive to game content.  Yet the developers of these games do not have the extensive experience in creating compelling game content for the mass market.  Many of the themes showing success now on Facebook were popular two or three years ago in the casual space.  Many of the gameplay mechanics just being implemented into social games, such as mini-games, have been perfected in the casual space.  Now is the time for casual game companies to bring this expertise, this experience, this understanding of the consumer, this knowledge of cost effective scalable development to the masses.  Social gaming is the perfect mechanism to achieve the holy grail that the casual game industry has been pursuing since Casual Connect #1. 

Lloyd Melnick,
Merscom Chief Customer Officer