#oneaday, Day 59: Social Mobility

So social games are here to stay. So say the people in the know, particularly the outspoken Brian Reynolds from Zynga who has commented on the subject at great length. Understandable, really, given that his company are behind some of the most successful social games in history.

I have to say, though, that I don’t understand them. And it’s not through lack of trying. I’ve played Mafia Wars. I’ve played Epic Pet Wars. I’ve fired up Farmville a couple of times. But the elephant in the room seems to be that these games are dull, uninspiring and boring. People used to joke that Championship Manager on the PC looked (and played) like a spreadsheet. Mafia Wars looks like an Access database – and plays like one too. I haven’t done much with Farmville but from what I’ve seen (and heard from others) it’s not much better, just a little more “visual”.

These games market themselves on their “social” capabilities. They call themselves “MMORPGs” and they clog up the iTunes App Store RPG section something chronic with their various denominations of microtransaction space dollar bundles. But, from what I’ve seen, there is little to no socialising involved. You add people to your friends list to let them “be in your mafia” or “be your neighbour”, but besides increasing your stats or occasionally sending you an item they can’t use (not one that they don’t want, it’s always one that they can’t use because it’s set aside as a special “gift” item) there is no interaction with others. Sure, in Mafia Wars you can attack another player but there’s no strategy or interaction there, either – whoever has the best stats wins.

Brian Reynolds commented to developers at the GamesBeat summit that “shame” is a powerful motivating factor for players. “No one wants to be caught letting their crops wither and die,” he says. But does it really matter when you have four thousand people on your friends list, none of whom you’ve ever spoken to? That’s not socialising, that’s MySpace-style “friend” collecting. It doesn’t help that anything even vaguely related to these games – iTunes reviews, Facebook reviews, Facebook groups, comment threads, blog posts – always degenerates into a swarm of several hundred people all going “ADD ME! 9932569!” with absolutely no conversation going on whatsoever. I would mind it less if the “social” aspect of these games was something more of a metagame, where people actually talked to each other and then added each other. But the amount of friend-whoring that goes on by people is just ridiculous, and it strikes me as completely against the spirit of what these games are supposedly trying to achieve – bring people together to play.

Maybe I’m missing the point somewhere. Maybe these social games really are the next big thing. It’s true that some games get the whole thing absolutely right – PopCap’s wonderful Bejeweled Blitz is a fine example – but for every little gem (no pun intended) there’s a billion and one identikit Mafia Wars clones. And they’re all devoid of any gameplay whatsoever.

Games for people who don’t like games. I guess that’s something – bringing the medium to the masses and all that. But is someone reared on Mafia Wars and Farmville ever really going to graduate to games that are actually, you know, good? I’m not so sure.