Mike Jeffs

Social Gambling and Facebook: A Symbiotic Relationship?

Social Gambling and Facebook: A Symbiotic Relationship?

One of the main aspects that initial allowed Facebook to move and stay ahead of other social networks is the fact that Facebook is a very adequate gaming platform. Although research suggests that Facebook is fading as a gaming platform, it is clear that a unique relationship between gaming and social networking exists, something which is evident when reading about the new Nintendo Wii U Miiverse.

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Financial Connections

Since Facebook went public in the summer of 2012, financial analysts have watched the stock price rise and fall. One of the major impacts on the day-to-day price of the stock is the success or failure of the major gaming developers. Scratch Fever took a further look into this, and compared the price of Facebook’s stock with that of the largest game developer on the platform. Their article further states that the prices of both could be impacted positively if online legal gambling becomes an option in the U.S.

Most people here in the UK are familiar with something like bingo games from Jackpotjoy being played for real money. However, for the longest time in the U.S., online gambling could only utilize virtual currency. Now, Delaware has just become the first state to legalize online gambling– something that will most likely cause other states to follow suit.

Jackpotjoy, backed by the Gamesys Group, is the UK’s leading online instant win and bingo site. Their user base is currently over 4 million people, but does contain strict controls to ensure that all players are over 18 years of age and that other criteria is met. It should be interesting to take note of how Jackpotjoy’s latest app, Bingo & Slots Friendzy (in which users can win real cash jackpots via Facebook) will be received. The new legalization of games to be played for real money in the U.S. will likely become a win-win scenario for both Facebook and those gaming companies that have a symbiotic relationship with the social media powerhouse.

The Pull of the Gaming Companies

Not only do the gaming developers have a financial impact on the website, they can also impact the way the site is run. In the past if a person wanted to play a game, they had to give direct authorization to Facebook to publish information and access things from the user’s profile. However, as AllFacebook discusses, this may soon change.

The main reason this will change is because the larger game developers want to make it simpler for players to get in and start playing the game. This one-click permissions dialog will not dramatically effect the average Facebook user. However, it is worth considering whether this could lead to more ways that the network and developers can access and share the information you have on your Facebook account.

New Companies Find it Harder to Succeed? 

One of the biggest complaints that gaming companies have against Facebook is that it’s difficult for them to get the same level of exposure that the inner-circle developers do. If other U.S. states start to follow Delaware’s legalization process of online gambling, there may be ways that smaller companies can get a foothold in the market. It can seem frustrating because some of these smaller companies don’t necessarily want the same symbiotic relationship as the largest companies, but they do want to get noticed in a crowded network.

Only time will tell how this plays out. Perhaps if another social network develops a large enough following, these companies will not be as reliant on Facebook as they currently are, and Facebook will be able to continue its own inner growth and development. This inner growth can only help the company become stronger and better able to handle what the future holds.

This article is a guest post.

About the author...

Mike's background is in Business and Marketing Management, with experience both client and agency side in demanding industries such as tourism, entertainment, finance, B2B and FMCG. Mike joined the search marketing team at Branded3 in January 2011, and now heads up Branded3's London office as an Account Director.

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