Gaming and Culture

With Electronic Arts' recent $400 million purchase of Playfish, social games are all the rage in today's tech industry. That's no surprise: lightweight games on social networks (which people usually play while they're goofing off at work) and social games have attracted huge player numbers with the biggest titles boasting 20 million to 60 million regular players.

City of Eternals.

(Credit: Ohai)

But here's the worst kept secret about the genre: most social games aren't very, well, fun. They offer limited interactivity, game play challenge, and graphics. Consequently, players aren't invested enough to spend much money on them, especially compared to "hard-core" massively multiplayer-online (MMO) games. Even with the better social games, average revenue per users is less than a $1 per person.

By contrast, millions of World of Warcraft players willingly pay $15 a month in subscription fees alone. But, what MMOs like WoW have in revenue, they lack in growth due to the high technical hurdles and subject matter. WoW seems to have tapped out at around 12 million players, far less than the largest social games. And while the sustained revenue is great, attracting new players remains a challenge.

Enter City of Eternals, a Web-based MMO with a modern vampire theme from a new start-up called Ohai. After a long conversation with company CEO Susan Wu, a pioneer in the online gaming and virtual goods space, there are a number of reasons I think Ohai has the potential to succeed in the sweet spot between social games and hard-core gamer MMOs, and why the shift to social connection could become gaming's next big thing.

Ease of play
The biggest game platform isn't the Nintendo Wii or the iPhone, it's Flash, a browser plug-in installed on more than 99 percent of the world's PCs. An estimated 200 million people already play casual Flash-based games.

And while most MMOs require a huge client install, Ohai CTO and game industry veteran Don Neufeld (Everquest II, PlanetSide), and his development team (Free Realms, Lord of the Rings Online, Star Wars Galaxies, Dungeons and Dragons Online) have re-engineered Flash into an MMO platform that pretty much anyone can play, without having to install additional software or hardware upgrades. As Wu put it, this means Ohai can build "Games for your aunt who plays FarmVille on Facebook and your cousin who can't play World of Warcraft on his school PC."

Deep social network integration
City of Eternals is fully integrated with Facebook and soon Twitter, but that doesn't mean the game is only playable within the social network. Players' Facebook profiles follow them into the vampire world, so whenever you're curious, you can click on a fellow vampire, and check their Facebook profile. This is the first time I've seen this feature in any MMO, and it brings in some new possibilities--making it much easier to socialize (and of course flirt) within the game. Wu told me City of Eternals' gender spread is 50-50 (extremely rare, compared with male-dominated MMOs), so I wouldn't be surprised if it became a major online hotspot for socializing. Especially since the game isn't about geeky elves and orcs, but far more popular vampires--see below.

Subject matter
The Twilight book series has sold more than 85 million copies worldwide; the Underworld movie franchise has brought in more than $300 million in theatrical sales; and TV's True Blood and Vampire Diaries both have huge cult followings. Vampires are obviously pervasive throughout popular culture, but there's yet to be a full-fledged vampire MMO.

Still in Alpha stage, Wu told me that players average 12 logins per day in the game, with an average session length of 5 to 6 minutes, fulfilling one of the company's goals of making a "bite-sized MMO."

City of Eternals is Ohai's first of many of what they call "MMOs for everyone." Of course, there's still a lot of unknown variables. The vampire craze may wane too soon, and as the Electronic Arts purchase suggests, the competition is huge. Maybe I'm crazy, but by next year, I think there's a good chance the most popular MMO on the market won't be World of Warcraft, but City of Eternals, or another game that crosses the boundaries between MMO and socialized gaming.

Civilization Network is coming to Facebook in 2010.

(Credit: Firaxis Games)

Famed video game developer Sid Meier, best known for the Civilization franchise, announced on a Civilization Facebook page Thursday that a new title called Civilization Network is on its way to the social network.

According to Meier, he has been "looking at ways of expanding the Civilization gameplay experience to include solo, competitive, and cooperative play to take advantage of the uniqueness of social networks." Civilization Network will allow users to join with friends to "create the world's most powerful, richest, smartest, or just plain coolest civilization," Meier said.

Like so many of its predecessors, Civilization Network will welcome users into a life-like world. Players will be able to take on others in battle, share technological innovations, form a government, win elections, manage growing cities, and more. Meier also said that users can "spy on enemies and work with friends to create the great Wonders of the World." He didn't say how users will control elements of the game.

Civilization fans will be happy to know that users can play as often as they'd like in the game's "fully persistent environment" for free.

Meier wrote on the game's Facebook page that he'll be looking for beta testers, once the closed beta is ready. Civilization Network will launch in 2010 on Facebook.

If you want to stay up-to-date on Civilization Network happenings, join its Facebook fan page here.

(Credit: Microsoft)

Microsoft was expected to release Twitter, Facebook, and Last.fm apps for the Xbox 360 as part of a system software update that went out back in August. It was decided that the apps should be delayed for a fall release, but CNET got a sneak peek of the apps on Wednesday from Ron Pessner, Microsoft's general manager of games for Windows Live.

The company is still mum on an exact release, despite marketing materials on the U.K. Xbox.com site briefly pointing to a November 17 debut. Pessner confirmed that the new apps were indeed set for November release, but he could not provide a hard date. In the meantime the company is releasing a public preview ahead of time for a select group of users who sign up to be a part of the beta test (you can sign up here).

What we saw of the three apps was impressive but in many ways extremely limited compared with their desktop counterparts. Microsoft has had to shoehorn the three Web apps into a system with a control scheme that does not implement a mouse, keyboard, or Web browser. Instead, all three make use of the Xbox 360 controller and the on-screen keyboard, or an attached USB keyboard (or Microsoft Chat Pad accessory which you can buy for $30).

This lack of the usual top-to-bottom controls found on each service's Web sites changes each experience considerably from what users are familiar with on their computers and mobile devices. This is made even more noticeable by the fact that the Xbox 360 still does not have a built-in Web browser. Never before has this been an issue, but stop and think for a second: are Twitter and Facebook as useful, or as interesting if you can't click on any of the links? We don't think so.

That said, there are some definite things to look forward to when the software update drops next month. Read our early impressions after the jump.

Social networking is on the rise, both on and off the job, leaving companies uncertain how to monitor their use by employees, reports new survey.

More than 50 percent of companies questioned said they have no policy to address the use of social networking by employees outside the workplace, according to a survey released Wednesday by the Society of Corporate Compliance and Ethics and the Health Care Compliance Association.

Typically, companies shy away from restricting an employee's actions off the job. But businesses are concerned about employees who use social networking and reveal private details or post inappropriate pictures that could embarrass the company.

Some organizations, such as the U.S. Marines, have already banned their recruits from using Facebook and Twitter. But the survey found that many businesses aren't sure what to do to restrict or monitor such usage.

Of the companies questioned in the survey, 34 percent said they have a general employee policy that addresses all online activity, including the use of social networking, both on and off the job. Only 10 percent said they have a policy specifically geared toward social networks.

(Credit: Society of Corporate Compliance and Ethics)

More than half of the individuals said their company has no active system to monitor employees using social-networking sites. Around 32 percent said their company acts only when an issue is discovered.

(Credit: Society of Corporate Compliance and Ethics)

Of all those surveyed, 24 percent said an employee in their company had been disciplined for inappropriate behavior on a social network, while 37 percent did not know. The percentage was higher in the nonprofit sector, noted the survey, with 33 percent reporting an employee incident versus only 13 percent in the for-profit sector.

"Business clearly hasn't caught up with what its employees are doing online," said Roy Snell, CEO of the Society of Corporate Compliance and Ethics. "The risks are twofold. First there remains the business risk of employees doing things online that may reflect badly on the company. The second is that, as business develops policies and procedures in this area, there are going to be a lot of people finding that what they have long done is no longer acceptable at work. During the adjustment period there is likely to be a great deal of friction created."

To conduct the survey in late August, the Society of Corporate Compliance and Ethics and the Health Care Compliance compiled responses from 798 people in both profit and nonprofit organizations, as well as government agencies.

It might not be as hotly anticipated as the "Beatles: Rock Band" game, but Microsoft announced at its annual press briefing at the E3 Expo that Facebook and Twitter will be coming to the Xbox Live service.

The press event included short demonstrations of what are effectively Facebook and Twitter clients for the gaming console, aesthetically adapted to the Xbox Live interface.

With the Facebook app, which will be a download from Xbox Live, members will be able to engage in a limited number of features including photo browsing, status updates, and looking at friends' profile "streams."

But what's more important to game developers is the fact that the Facebook Connect standard--which was rolled out first to Web developers, and then to iPhone developers--is coming to the Xbox this fall. This means that players will be able to log in with their Facebook accounts and broadcast their gaming activities on their social-network profiles.

Xbox manufacturer Microsoft made a $240 million investment in Facebook in October 2007. The service now has well over 200 million active users around the world.

Both Facebook products are "penciled in for the fall," Facebook platform program manager Gareth Davis told CNET News. He said that while there currently aren't plans to bring Facebook's virtual currency plans to the Xbox, he implied that it's not out of the question. "We're constantly looking at ways of improving the user experience or the developer experience with Facebook credits," Davis said.

This post was updated at 2:26 p.m. PT with comment from Facebook.

For the uninitiated or nongamers out there, the Konami Code (UP UP DOWN DOWN LEFT RIGHT LEFT RIGHT B A) is arguably the most famous cheat code in video games.

It has been used in countless games and has references in multiple forms of pop culture. Lately, some sites have taken to using the code to trigger amusing events on the page. Recently, ESPN used the code to spawn unicorns and rainbows all over its pages.

Now, Facebook has dropped the code into its site. When entering the Konami code, followed by Enter, a lens flare is generated every time the user scrolls or clicks something on the page.

UP UP DOWN DOWN LEFT RIGHT LEFT RIGHT B A ENTER: The Facebook lens flare in action.

(Credit: Facebook)

This Easter egg is becoming more and more common, and a site has even popped up to track the sites using it. (You will have to enter the Konami Code to see it, of course.) ESPN has since taken its Easter egg down, but those that remain include Facebook, Digg, Google Reader, and our very own GameSpot.

It's nice to see Easter eggs making a resurgence since they have been largely frowned upon by the tech industry in recent years, with Microsoft formally banning them from its software in 2002.

To try out the code for yourself on Facebook, load up a page on the site, hit UP UP DOWN DOWN LEFT RIGHT LEFT RIGHT B A ENTER on the keyboard, scroll around and enjoy. Instructions on how to activate other Konami Code Easter eggs around the Web can be found at Konami Code Sites.

The NFL.com's war room feature will let users see a graphical representation of aggregated comments by fans of each of the NFL's 32 teams.

(Credit: NFL.com)

Update (9:12 a.m.): This story has been edited to reflect the fact that NFL Mobile Live is available only to Sprint users, as well as the league's plans for Twittering the draft.

For serious football fans, there is likely no bigger single event--except the Super Bowl--than the annual amateur draft. And as the NFL gets ready for two days of hysteria over where dozens of pro prospects end up, the league has deployed its deepest roster ever of social media tools to ensure that fans' thirst for even the most minute news is quenched.

There's no shortage on TV and on the Internet of expert sources weighing in on the draft-day needs of various NFL teams and their likely moves before, during and after the April 25 and 26 event. But many people are just as, or more, interested in what their fellow fans think about their favorite teams' decisions.

That's why, for the first time, the league has rolled out what it's calling fan "war rooms," essentially team-specific comment forums that are available via a map of the United States that shows each team's logo and the number of comments posted there.

And one thing is clear from the map: the teams with the biggest draft-day needs, in other words, the league's weaker franchises, have the most active forums. That helps explain why, in the wake of the Denver Broncos' much-publicized and highly-controversial recent trade of star quarterback Jay Cutler, its "war room" has far and away the most fan comments.

The aggregated comments feature is the newest NFL.com is employing for draft day, but by no means the only social media tool fans will have at their fingertips as they try to keep up with the flood of news that will peak during the draft itself but that NFL Online general manager Laura Goldberg expects will be heavy both before and after the league's 32 teams make their best stabs at improving their rosters by picking from the pool of eligible amateurs.

Another significant tool is NFL.com's Draft Tracker, an online system that allows fans to look for the latest information and analysis about prospects, positions, colleges, teams, and even draft rounds. So, Goldberg said, fans could see what is being said about all potential draftees from the University of Miami, or all quarterback prospects, or what specific teams are doing.

Once the draft is over, fans will also be able to issue grades for how they feel teams did. Experts' opinions on each team's performance are always hot topics, but now fans will be able to weigh in, and their collective votes will be averaged, Goldberg said, meaning it will be possible to see, in real time, what fans thought of any individual team's draft-day moves.

Goldberg explained that the NFL is also well aware of the popularity of social-networking sites, and as such, it has a new Facebook widget--already downloaded more than 100,000 times--that will update users with the latest draft-related news and video.

And the league is also promoting NFL Mobile Live, a WAP site that will allow any Web-enabled mobile phone on Sprint's network to follow the Draft Tracker. However, despite Goldberg's acknowledgment that the service would probably look best on an iPhone, she said that NFL.com has yet to release an iPhone app for the draft. That's because, she said, the league and partner Sprint are interested in reaching the broad cross-section of mobile device users, including those on BlackBerries, Android phones, and others.

For now, there is also no official NFL draft-related Twitter account, but Goldberg said that the league would be tweeting from the site of the draft.

At GDC Thursday, Kristian Segerstrale, CEO of PlayFish, one of the most successful publishers of games for Facebook and MySpace, talked about five lessons he thinks the mainstream games industry can learn from social games.

(Credit: PlayFish)

SAN FRANCISCO--While Nintendo's Wii continues to outpace expectations and certain games are making fortunes for their publishers, a strong argument can be made that the hottest segment of the video games industry is one that is still in its infancy: social games.

These titles, which are popping up by the bushelful on platforms like Facebook and MySpace, as well as on Apple's iPhone, are garnering user numbers that would previously have been thought impossible. And in a deep recession, when even the strongest console manufacturers and biggest game publishers are being forced to shut down projects and lay off workers, people have no choice but to sit up and take notice.

At the Game Developers Conference on Thursday, Kristian Segerstrale, the CEO and co-founder of PlayFish, one of the most successful publishers of social games, upped the ante, stating his case for how the mainstream video games industry can learn from his side of the business.

In his talk, "Five lessons from social games that matter to the rest of the games industry," Segerstrale argued that while the nature of the social games business differs significantly from that followed for many years by the more traditional, retail-oriented publishers, times are changing, customers' behaviors and expectations are shifting rapidly, and the winning model may well be the new one.

PlayFish's roster of games, including the mega-hit Who Has the Biggest Brain is illustrative of the popularity games can achieve on services like Facebook. Segerstrale said PlayFish has had 60 million players, averages about 25 million monthly users and 5 million daily players, and currently has 5 of the 10 most popular applications on Facebook. And by itself, Who Has the Biggest Brain has been played a total of 500 million times by 15 million people, he said.

With numbers like that, it's clear why Segerstrale feels he has some lessons to teach the rest of the games industry. And while the traditional retail games model has been relatively unchanged for decades and remains strong today, he said he sees signs that the Electronic Arts, Activisions, and Take-Twos of the world, not to mention the countless other game developers and publishers out there, may need to rethink their methodology.

One harbinger of that need for change is evident even within the traditional games business itself, he pointed out. He said that Nintendo established the Wii as a sleeper hit by exploiting a wide range of people's desire to be social with friends and family. And he explained that Nintendo itself is well aware of this, as evinced by ads for the Wii that show groups of friends playing gleefully. Yet the real estate in the ads devoted to showing the games themselves is minimal; it's the image of the social activity that sells the Wii.

"This is about you and your real-world relationships," Segerstrale said, "which is ultimately much more important than anything that happens between you and your screen...That's why you're playing. You're playing together, not because you're trying to beat the boss in level 10."

'Battle' is a 2D, real-time, combat-oriented, multi-player, Flash game that will be the showpiece for a series of innovations for Multiverse Network, among which will be to give people the ability to interact between 2D and 3D versions of the same game.

(Credit: Multiverse Network)

Developers of 3D virtual worlds and multiplayer games may soon have access to tools that would allow them to build connected, promotional 2D, Flash versions of the same games.

These new tools are at the heart of Battle, a simple Flash game being released Thursday by the Multiverse Network, a virtual worlds middleware company.

A simple Flash game that runs on Facebook, MySpace, Friendster, and Kongregate, Battle is really the showpiece behind new Multiverse technology that could, for the first time, make it possible for developers using its platform to build full-scale downloadable, virtual worlds or online games to create scaled-down, 2D, browser-based versions of the same titles and let players compete between them.

At the same time, Battle is also an example of what Multiverse co-founder Corey Bridges said was one of the first-ever multiplayer, real-time, action- or combat-based Flash games. To date, nearly all Flash multiplayer games have been turn-based, meaning only one person plays at a time, or have very basic game mechanics.

And while, as a platform company, Multiverse isn't in business to create games itself, Bridges said Battle shows that a wide selection of games that previously had to be played using a downloadable client could now be played in the browser.

"Now, you can have proven genres of video games, really popular games, like shooters, real-time strategy, sports and things that exist on consoles or specially installed games," Bridges said, and "those types of games can live in your Web browser without a download."

The immediate appeal to game developers of this innovation is being able to use the Multiverse tools to bring a wide variety of existing types of games to Flash, games that in the past required downloadable clients. And that could mean opening up such titles to far larger audiences, since many people don't want to have to install special software in order to play casual games.

As a tools company, Multiverse is not in the business of building games. But Bridges said the point of its building Battle itself was both to show off the latest set of features the platform offers, and to go through the process of using its own tools, so those inside the company know what its clients' experiences are like.

Multiverse offers its development platform free of charge to anyone who wants it, and hopes to make money by levying a commission on any game made with its tools that charges a fee to play. To date, there are no publicly-launched games built with the Mutiverse tools, though Bridges said several are in beta and are close to being launched.

To some observers, the best thing about the technology underpinning Battle is the marketing opportunities game like it can offer larger, more complete 3D, downloadable multiplayer games and virtual worlds.

"The real benefit of this is that nobody's ever created one tool that lets you have two views," both 2D, in Flash, and 3D, into the same game, said David Fox, vice president of technology at casual games developer, iWin. "This lets (game designers) have a free trial version on the Web and a download for the 3D experience without having to create everything again."

Fox did add that he was "dubious" that Multiverse could deliver on that promise but, not knowing very much about the initiative, said, "the proof is in the pudding."

But Bridges indicated that proof is just around the corner.

"We've got a very small handful of our existing developers taking their (in-development) 3D worlds," Bridges said, "and these developers are making a window into those worlds that can be done in Flash, and that's a pretty interesting new way of thinking about a virtual world experience."

Indeed, he added that he sees the 2D to 3D cross-over element of the tools being a good way to get players hooked on a game concept before convincing them to upgrade to a full 3D version. Yet, they would be able to play against people running the full 3D game in order to get a sense of what the entire experience might be like.

"This demonstrates that Flash is well on its way to becoming the default real-time interaction platform for the Web," said Raph Koster, founder of Areae, which is making Metaplace, a platform that lets anyone design their own Flash-based virtual world, "and it enables more kinds of games than people generally think possible."

As of today, Metaplace is in closed beta, but hopes to be opening up to the general public before too long.

Koster said that it's clear that Multiverse is making important strides in developing new kinds of real-time, multiplayer Flash games, but said that others, including Metaplace itself, have created games enabling such types of play.

Still, Bridges said he differentiated Multiverse's tools by their ability to create real combat action in a game like Battle.

Peter Haik, a co-founder of the virtual worlds development company, Metaversatility, which is using Multiverse's tools in some of its projects, agreed with Bridges' assessment of the Flash games market.

Haik said there are other multi-player Flash games, but they tend to be casual titles aimed at kids.

Multiverse's tools, he suggested, are geared mainly toward producing full-scale virtual worlds or massively multiplayer online games (MMOs), and therefore have much more scope for being used to create crossover between rich 3D games and 2D Flash versions.

"The true innovation" of the Multiverse tools, Haik said, "is that it's sort of an agnostic client, where if someone is in the Flash application, and someone else is in the 3D client, they can interact, and it doesn't matter what the other one is running."

And he said, Multiverse brings serious server technology to the table that runs separate from the various social networking sites, like Facebook and MySpace, and that is what enables the rich crossover experience.

One other important element of the toolset Multiverse provides, Bridges said, is a rendering engine that allows developers to generate Flash assets using the items from their 3D virtual worlds.

"It's really cool," said Bridges. "We have a Web-based automated system where a development team just uses a Web page, uploads a 3D model, and back comes the generated Flash files. It's a really quick way to convert a 3D game into a Flash game and make it look really, really good."