Social gaming is being redefined, as web-based social networks enable a great deal of integration options for traditional game consoles we all grew up on. Even though programs like Xbox Live and other console-accessible platforms have supported Internet integration for years, the ability to truly leverage their social capabilities have been limited until recently.
This concept is demonstrated with Microsoft’s announcement today that it will support Facebook and Twitter platforms for Xbox Live. Such integration is important for several reasons, but some of the more notable reasons worth mentioning this early on is the marketing and monetary benefits of using Facebook and Twitter as centralizing components for connecting existing users.
With Facebook Connect, Xbox Live will be able to allow players to connect over Facebook, and spread their activity through their Facebook news feeds. Microsoft will see all the benefits that other websites have witnessed through this type of social media integration in Facebook’s network. But as a traditional gaming console program, the ability to better connect on a web-based platform is something that’s been difficult to achieve.
Building networks around brands hasn’t always fared well for commercial purposes, and simply creating a presence on Facebook hasn’t always proven well for mere marketing purposes either. In essence, Facebook Connect actually allows brands to take advantage of the true nature of social networking. That translates into organic marketing and allows the control of the brand to remain in the hands of the consumers. This idea holds true for Twitter as well, though things like activity streams are less able to bring about a direct community effect at this point of Twitter’s platform.
The monetary benefits of leveraging social networks seemingly goes hand in hand with the marketing benefits Xbox Live is likely to see with Facebook Connect and Twitter integration, as the ability to advertise in this way will be more cost efficient and effective based on the value of each user. One thing I’m interested in seeing later on down the line is deeper integration with social networks for more casual gaming and participation in the growing virtual goods trend. hi5 is one network that is looking directly towards gaming for the expansion of its virtual goods economy, tying it in with its own virtual currency.
To that end, as Facebook rolls out its payment gateway and Twitter looks to add value to its revenue potential, Xbox and other traditional gaming companies could find themselves very deeply involved with social networking channels as an additional source of income. For now, Xbox is still able to take some cues from social gaming marketplaces such as Super Rewards, as well as the monetary benefits of inexpensive casual games that are running rampant on mobile devices such as the iPhone.
Even though casual games on the iPhone are still in the process of becoming social, the joining of platforms between Facebook and Apple is taking strides towards creating a seamless experience for users, which is better for companies like Microsoft in the end.
