Thanks To Our Sponsors

Inside Social Games extends a big thank you to our sponsors for supporting the continued growth of Inside Social Games. Check them out below!

New Relic provides on-demand application performance management tools.

Peak Games is a provider of social games for users in the EMEA region.

Frima Studio develops social games for big brands.

Joyent provides public cloud hosting for social application and game developers.

6waves is an international publisher and developer of gaming applications on the Facebook platform.

kontagent-logo

Kontagent is a developer of analytics solutions for social application developers.

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Sometrics is a provider of virtual currency monetization solutions for social app and game developers.

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AdParlor is an official Facebook Ads API Partner and manages large Facebook advertising campaigns – with a focus on growing social games.

Super Rewards is a monetization solution for applications and games running on social networks like Facebook.

softlayer

SoftLayer provides cloud and dedicated hosting services for social application and game developers.

RightScale provides cloud computing management for social application and game developers.

Roll the Facebook Dice with Bunco

BuncoGambling-oriented games have been appearing on Facebook since its early years, and now a small app by the name of Bunco Blast has been holding itself steady for the past few months. Developed by QD Ideas, the game is a digital rendition of the analog dice game originally known as “8-Dice Cloth” from England, but was repopularized as a gambling game in the 1920s and again as a family game in the 1980s.

A game of pure luck, Bunco, is an easy game to get into and play just for fun. Likely not as appealing, for some, as more skill based gambling apps, such as Texas Hold’Em, the Facebook app of Bunco Blast has reached around 150,000 monthly active users for several months, with a lower, yet still fairly steady DAU total. Simple and luck-based though it may be, it’s a game that’s oddly hypnotic in its play, and while it may lack significant longevity, it is a pretty fun game to play with friends every once and a while.

The game is simple. Players pair up in teams of two (red versus blue) and roll a set of three dice for six rounds. In order to win a round, a cumulative score of 21 must be reached. In order to earn a point, players must roll the number that corresponds to the current round, with one point awarded for dice that lands on that number. Also, landing on said number will allow the player to roll again.

In addition to this scoring method, should players roll three of any number that is not the current round, they will score five points as a “Baby Bunco” (which also lets the player roll again). If they role three of the number that is the current round, they will automatically win the round for their team with a full “Bunco.” The team that wins a best out of six rounds, wins the game.

Dice RollAfter winning a game, players are rewarded with an in-game currency called “chips” as well as experience. Though the later appears nothing more than a visual representation of how much a user has played, it does play a role in friend leaderboards. As for the chips, these also have a traditional use, although not all that much of one.

Chips are rewarded for logging in, using a daily lottery, inviting friends, rolling a Bunco or Baby Bunco, or winning Bunco games. Their primary purpose appears to be used for joining or creating games, but there doesn’t seem to be any control in actually betting them. It would be fantastic if it were possible to bet specified amounts or require a certain buy-in level of sorts.

The reason for this is because chips can also be used to purchase more unique dice cups and dice for the player. Unfortunately, there isn’t a whole lot to actually buy, but it does help a little bit with the game’s longevity by creating a short term goal. In fact, the items that do exist look pretty nice and it would be great if more items were available for purchase. Nothing gaudy, but perhaps table logos, backgrounds, or some such for when users create their own games.

Dice CupIn fact, that is another element worth noting. Players can log in and join most of the games already in progress, but can always create their own private games for their friends. Furthermore, there is never a need for all four players, as the game will automatically roll for slots that are unfilled. In fact, players can even “pause” the game from their end and the AI will roll for them until they come back.

Joining games does lead to a minor complaint though. There’s a good number of games to choose from in Bunco’s lobby area, yet they are all clumped together with new ones popping up every couple of seconds. It doesn’t seem like a big deal, but the constantly updating list makes it somewhat obnoxious to find a game that a friend has created. It’s not too much of a challenge to find it, but it would be nice to have a search function, or some means to join a specific game (since friends will probably know the name before hand).

As for anything else worth noting, players can chat with each other during game play and also earn little achievements (e.g. rolling the most Buncos in a game) at the end. Unfortunately, the actual segment of the game slated for “Awards” is not yet available.

Overall, Bunco Blast is a pretty simple nice game, that misses out on the ability to truly “gamble” one’s chips. Even so, it’s bizarrely alluring and fun to play for short periods of time; especially with a group of friends. In addition to this, the ability to purchase unique cups and dice is a nice plus, but only makes us wish there were more to buy. This lack of expenditure eventually causes the game to lose some of it’s appeal in the long haul, making it a title many may only return to play now and again.

Engage in Multiplayer Monster Battles in Broken Bulb’s Miscrits

Broken Bulb Studios, a mid-sized developer in Scottsdale, Arizona, has finally released a Facebook game that it has been working on over half a year: Miscrits: World of Adventure. In Miscrits, players take one the role of a monster trainer, exploring the wilderness and trying to capture as many monsters (“Miscrits”) as they can. Easy to pick up and learn, Miscrits initially puts players into a single player adventure, but for more advanced hands also offers a multiplayer arena where players can pit their Miscrits against other players in competitive, strategic battles.

Miscrits is part of the character collection and combat sub-genre created by Pokemon, and recently continued on Facebook with the launch of Gaia Online’s Monster Galaxy. The basic idea is to groom one of your hundreds of captured Miscrits, helping them gain levels by doing quests and fighting. Over time, as the creatures gain new powers, a nuanced strategy evolves that keeps players hooked.

Initially, there is no overarching quest or Big Bad Enemy to defeat in Miscrits, and the player’s only goal is to gain levels and capture as many Miscrits as he can. The interface and gameplay of Miscrits is simple and intuitive, especially if you’ve played other monster training games. You control the movement of your avatar through clicking, while more clicks on objects or people allow you to talk, read, or otherwise interact.

In town, you can heal your Miscrits once every hour, train or switch Miscrits at will, and purchase and sell items to aid in battle. You can also enter the arena and challenge other players for experience points, special items and glory. From town you can enter various wild locations such as the forest, the beach, or mountains, where you can explore and find items or experience points and Miscrits to fight and capture.

Fights are one Miscrit versus another, though you can have a team of up to four Miscrits at a time. Each turn you can use a Miscrit power, an item or switch to another Miscrit. If you’re fighting another trainer, the trainer can also switch out Miscrits; the battle isn’t over until all Miscrits from one side have been eliminated. Otherwise, battles with wild Miscrits are over once you’ve defeated or captured the single Miscrit.

Captures have a percentage of succeeding, depending on the life and level of the enemy Miscrit, and you can only attempt so many captures in a given period of time. Once captured, the Miscrit joins your team and you can train and level him like any other Miscrit you have. Winning battles can earn you experience points, items, and other bonuses.

Individual Miscrits don’t benefit from battle, and instead you, the trainer, gain experience points with each battle. Every time you level, you gain “Training Points” which can be spent to level individual Miscrits. Initially, it costs just one point to raise a Miscrit one level, but the cost increases as the Miscrit reaches higher level. Training points can be gained not just through leveling, but also random events like the wishing well, and through purchase, allowing players to speed up their training by paying for it if they wish.

As Miscrits levels they gain new powers every three levels and evolve to mightier forms every 10 levels. On top of this, each of the hundreds of Miscrits fall into one of three types : Fire, Water or Nature. Fire attacks do more damage to Nature Miscrits, Nature has a bonus against Water, and Water has a bonus against Fire, so the choice of Miscrit during a battle is critical and can entirely change the outcome of a battle.

However, higher level Miscrits also gain special physical attacks, that do the same damage regardless of the element type of the enemy Miscrit. The combination of all these factors means that with hundreds of Miscrits and many choices to make in the leveling of a Miscrit, the strategy in choosing, training and battling is nuanced, with no one perfect path. This level and depth of strategy is uncommon in social games and holds potential for Miscrits as a competitive game.

For being a relatively new game, Miscrits is well put together with no major bugs, hiccups or slowdown issues. The art and music seem a little weak at times, but the amount of thought put into the gameplay and balance makes Miscrits more than enjoyable. Throughout the game you can see many placeholders for content to come, including special attacks and new areas to explore, showing Broken Bulb’s intent to improve Miscrits in the coming months. Apart from multiplayer battles, there aren’t many social aspects to Miscrits, but one might well also expect dueling and visiting friends’ homes in the future, as well as other features.

Speaking of battles, Broken Bulb has set the stage for an interesting fight with Monster Galaxy, which launched just over a month ago and has quickly grown to over 4.6 million monthly active users. Miscrits, with less than three weeks under its belt, has reached about half a million MAU. Although we expect that other monster collection games will be launched in response to the success of these two, their development will take several months; in the meantime, both of these games are growing fast.

MMOs, Cards and Spies on This Week’s List of Emerging Facebook Games

Massively multiplayer online games may be totally unproven on Facebook, but that’s not keeping companies from continually trying them out. We have two on this week’s AppData list of emerging Facebook games, with one right on top:

Top Gainers This Week – Games
Name MAU Gain Gain,%
1. GodsWar Online 382,414 +271,885 +246%
2. UNO® Boost 570,512 +201,684 +55%
3. Hero 914,466 +182,006 +25%
4. Totally Spies! Fashion Agents 982,586 +143,834 +17%
5. FameTown 724,259 +141,759 +24%
6. Habbo Hotel España 864,727 +119,918 +16%
7. Dragons of Atlantis 673,693 +117,565 +21%
8. Paradise Life 677,895 +116,575 +21%
9. MilMo 328,093 +113,715 +53%
10. Texas HoldEm Poker – Deluxe ★★★★★★ 395,594 +103,792 +36%
11. Galaxy X 839,853 +100,469 +14%
12. Trial Madness 2 729,506 +93,921 +15%
13. Zombie Mosh 317,237 +75,867 +31%
14. Dromadaire 138,226 +72,592 +111%
15. Make Me Babies 188,067 +71,152 +61%
16. Happy Hospital 988,280 +69,140 +8%
17. Footbo City 315,615 +64,653 +26%
18. My Shops 351,456 +57,638 +20%
19. Magic Mall 278,456 +56,208 +25%
20. Party Lands 135,970 +55,059 +68%

GodsWar Online, despite its Peloponnesian War-influenced theme, is from an Asian developer called Igg (I Got Games) that runs its own portal, igg.com. As MMOs go, it’s pretty uninspired (and badly translated), but it does load and run without any significant hiccups, which is what has kept several previous MMOs from thriving on Facebook. The game has taken off over the past week.

To find the other MMO, look down to number nine, MilMo. We recently reviewed this kids’ game, and also found its design to be somewhat lacking. It’s not clear whether the makeup of the games or the habits of Facebook’s players are affecting these games, but it appears that despite their growth, both GodsWar and MilMo will end up with poor player retention numbers.

UNO® Boost is number two on the list, a version of the old card game by GameHouse, with the addition of several flashy new features. Boost has actually been around since September, but only recently started growing quickly.

Totally Spies! Fashion Agents is an originally French-language game that also works in English, and should appeal to teenage girls; it has also been around for a while, having initially launched in August. Its style and play is aimed closely at teenage girls.

Finally, finishing out the top five on the list, FameTown has popped back up. But the game appears to still have some of the same problems we pointed out when we reviewed it in early December, so its growth isn’t likely to last.

OMGPOP Raises $10.1 Million For a Growing Social Game Strategy

A rumor first reported two months ago that social gaming site and developer OMGPOP was raising $10 million has turned out to be true, with the company announcing a $10.1 million raise from Rho Capital, Softbank, Spark Capital and Betaworks.

That’s a not-inconsiderable sum, but Omgpop is also fairly unique. The company got its start with its own destination site for dating, which evolved into a game and social network for teens.

However, the focus is off the eight million user destination site, according to CEO Dan Porter, and on to Facebook and the iPhone. “The monetization on our website is as good as Facebook,” he told us over email. “But the scale is not.”

Omgpop plans to make the shift quickly. “Within 2 months after we release two more games it will probably be 90% Facebook, and 10% Omgpop,” Porter said. On Facebook, the company will reach out to the favored 35+ female demographic that other also compete for, while Porter thinks the iPhone audience will be closer in age to Omgpop.com’s audience.

Although it’s shifting its own business model, Omgpop is interested in finding developers to work on its portal, so that it can turn all of its own resources outward. The upside to building for Omgpop could be over $100,000 per year for a third-party developer, according to Porter. “We think this opportunity is vastly better than what developers expect from existing game portals,” he said.

Besides devoting more internal resources to game design, Omgpop also intends to use some of its funding money to make an acquisition. “There is good talent in NYC but we need to expand to other cities to have a chance to continue to attract top notch developers,” said Porter. “The folks we are talking to traditionally have not raised a lot of money, have made a game or two, but need to team up with a bigger entity.”

Countdown to Inside Social Apps InFocus 2011 – January 25th in San Francisco

January 25th | San Francisco

Inside Social Apps InFocus 2011, our second conference on the future of monetization on social platforms, is just a few short weeks away!

Join us in San Francisco on January 25th for our one-day summit featuring industry leaders from every corner of the social app and game ecosystem. Executives and leaders from Facebook, Google, leading social networks, mobile platforms, social game and app developers, media companies, virtual goods and payment services, and investors will all be there to tackle the most pressing issues facing the industry in 2011.

The current General Admission ticket price is $369 and is good through this Friday January 7th only. We’re expecting a full house for the event; to make sure your spot is reserved, please register now.

Who’s Speaking?

We’re honored to present the following confirmed speakers at Inside Social Apps InFocus 2011:

Bret Taylor
CTO, Facebook
Eric Chu
Group Manager, Android Platform, Google
Kristian Segerstrale
Co-founder and CEO, Playfish (now part of EA)
Vish Makhijani
SVP Business Operations, Zynga
Kevin Chou
Co-founder and CEO, Kabam
Peter Relan
Executive Chairman, CrowdStar
Rick Thompson
Co-Founder, Playdom (now part of Disney), and Investor
Jason Oberfest
VP Social Apps, ngmoco:) (now part of DeNA)
Rex Ng
Co-Founder and CEO, 6waves
Deborah Liu
Commerce Product Marketing, Facebook
Sean Ryan
EVP and GM Games, News Corp
Bill Gossman
CEO, hi5
Anil Dharni
Co-founder, Funzio; Founder, Storm8
Paul Bettner
GM, Zynga with Friends
Jens Begemann
Co-founder and CEO, Wooga
Eric Goldberg
Managing Director, Crossover Technologies
Carey Kolaja
Senior Director, Digital Goods Operations, PayPal
Raph Koster
VP Creative Design, Playdom (now part of Disney)
Atul Bagga
VP Equity Research, Games, ThinkEquity
Manu Rekhi
GM Games and Platform, MySpace
Matthaeus Krzykowski
Founder, Xyologic
Asokan Thiyagarajan
Dir. Platforms & Tech. Strategy, Samsung
Justin Smith
Founder, Inside Network
Kim-Mai Cutler
Lead Writer, Mobile & Social Applications, Inside Network
Eric Eldon
Editor, Inside Network

Inside Social Apps InFocus 2011 – January 25th in San Francisco

Social applications first emerged in 2007, and are today maturing into a global media ecosystem. With the launch of the Facebook Platform, followed by platforms from MySpace and other social networks, developers worldwide could leverage the social graph to create new kinds of social experiences never before possible.

Now, three and a half years later, what started out as sheep throwing and vampire biting has quickly become a profitable billion-dollar industry, punctuated by numerous major acquisitions by the world’s leading media companies and developers. But now, new challenges are emerging, affecting big players and new entrants alike.

Inside Social Apps will investigate the latest trends and challenges for social applications, and look at what’s to come for developers throughout the space – including the growth of virtual goods and social applications on mobile devices.

What are the biggest uncertainties and opportunities facing the future of social games and applications in 2011, and who is leading the way?

Inside Social Apps InFocus 2011 takes place January 25th, 2011 at the Mission Bay Conference Center in San Francisco, and brings together the world’s leading entrepreneurs to weigh in on the future of social app and game monetization.

Inside Social Apps will be a one-day summit led by Inside Network’s Eric Eldon and Justin Smith, and will take in-depth investigative approach to the day’s discussions. At Inside Social Apps, Inside Network will work alongside founders and executives of the top social networking, social gaming, mobile social gaming, payments, and virtual goods infrastructure companies to analyze the most important issues affecting the industry. Inside Social Apps is geared towards developers on Facebook, iPhone, Android, and emerging online social platforms.

Inside Social Apps will be a content-rich day of critical discussion, followed by an evening and nighttime of casual networking.

Register Now


The countdown has begun and Inside Social Apps InFocus 2011 is just weeks away! We’re expecting a full house for January’s event; to make sure your spot is reserved, please register now. A limited set of general admission tickets are currently available for $369, but this price will be good through Friday January 7th only, so we encourage you to register now.

From all of us at Inside Network, we hope to see you on January 25th in San Francisco at Inside Social Apps!

Facebook Version of Civilization Gets New Name, to Start Closed Alpha on January 12

Countless strategy games have been getting big with social audiences this past year, with developers from Kabam to Playfish to Ngmoco now building them, and making lots of money in the process. Meanwhile, the long-promised Facebook version of Civilization, the best turn-based strategy series ever, has not materialized.

That’s about to change, according to a post today on Facebook from creator Sid Meier. The game is going into a closed alpha test on January 12, and it’s getting renamed from Civilization Network to Civilization World.

And there are a few more details starting to emerge, including how game-play will work and what the interface will look like. One thing that’s not clear is how it will monetize, which we’ll take some guesses about, below.

First, from Meier, today:

Why a name change you say? The name better reflects the main theme of the game; in Civ World you will be joining your friends to form nations, which will compete with other player-nations to rule the world. Civ World’s shaping up to be a really fun Facebook game, as well as another addictive Civilization experience.

The post goes on to explain that it needs groups of people playing against each other in order to help the developers test gameplay. It appears that each player will, as in all the past titles, still get their own civilization (so you and your friends won’t be sharing the responsibilities of Julius Caesar as Rome battles Montezuma, although that also sounds interesting).

Last October, Meier gave a few different details. From GameSpot: “According to Meier, Civilization Network will heavily feature multiplayer participation, with Facebook friends sharing technology and coordinating strategy in battles. Players’ friends will be able to participate in elections and help decide resource management, as well as assist in espionage or the construction of Wonders of the World.”

More, from the post:

Civ World games will have a well-defined beginning and end, each ending with a triumphant civilization and one person recognized as that game’s most prestigious player. Along the way, as you progress through the different eras of time, you’ll have the chance to win era victories as well. We want players to have both a final goal to work towards, as well as short-term objectives to achieve as they play. The trophies you unlock with your triumphs will carry over from game to game, and you can show them off in your throne room.

The Civilization franchise has already been using the achievements concept in its latest version, Civilization V, for players who buy and play the game through Steam. There are a variety of trophies you can win during game-play, that you can then see as you go from game to game. Given that Steam, a download that provides an integrated gaming platform for mostly hardcore gamers, is dwarfed by Facebook’s roughly 600 million users, we expect social achievements to carry far more weight in the new version. Achievements, after all, are a key way that all types of social game developers incentivize users to play for longer, and pay more.

On that note, Civ World still doesn’t have a clear way to monetize.

The game appears to be some sort of Facebook Connect integration on a stand-alone site rather than a canvas app, judging by the sign-up web page that’s currently online. Monetization could range from the subscription-based services seen in traditional games like World of Warcraft, but we expect the developers, Firaxis and 2kGames, to adopt key aspects of the free-to-play virtual goods model. That could mean simple things like letting users buy more gold in the game, purchase special units and buildings, or access new leaders and maps — similar to the DLCs that have been rolling out in recent months for Civ 5.

Another intriguing idea could be user-generated content. One of the highlights of Civ 5 has been the tightly-integrated opportunities for modding. Any (PC) user can download the SDK and alter nearly all aspects of the game. Perhaps Civ World will take a page from IMVU and other developers, and offer modding opportunities, and a marketplace for modders to sell their wares, and then split the revenue with them?

Finally, in terms of the interface, the graphics look relatively simple — at least judging from the background screenshots on the alpha site landing page. It’s more like the many of the other strategy games on Facebook today, such as Playfish’s My Empire, rather than the beautiful but computer-taxing interface of Civ 5. That’s not surprising, as the goal is to make sure that as many people as possible can play.

We’ll be covering as the game goes into testing, and competes against the many other social strategy games on Facebook.

New Hires in Social Gaming: Cie Studios, GSN, Kabam, & More

After a rather big set of hires last week, the past seven days have been much slower, according to data from LinkedIn. With most only hiring one or two new individuals, PopCap Games, wooga, and Zynga all made some especially notable moves.

Jeff Green joins PopCap as the director of editorial and social media, while Wooga gets a new head of operations in the form of Jan Miczaika. Over at Zynga, Destry Davison joins the team as the new director of operations in Austin.

As always, if your company is hiring new people or making a notable promotion, please let us know. Email editor (at) insidesocialgames (dot) com, and we’ll get it into this or next week’s post.

And for those searching for new jobs, be sure to check out our Inside Network Job Board.

Here’s this week’s full list:

Cie Studios

  • Jim Small — Small is now a senior technical recruiter for Car Town at Cie Studios. He was previously a senior recruiter for Activision.
  • Michael Pierce — A former international customer service manager for Blizzard Entertainment, Pierce is now a customer service manager for Cie Studios.

GSN

Kabam

  • Matt Ricchetti — In an internal change, Ricchetti moves from executive producer at Kabam to general manager.
  • Galen Li — Li joins Kabam as a senior product manager. Prior to this, Li was director of product management at FusionProject/Edmodo.
  • Tatyana Dvorkin — Now a user experience associate for Kabam, Dvorkin was previously eLearning quality assurance and a junior project leader at Monarch Media.
  • Leslie Chaplin — Also joining Kabam as a user experience associate is Chaplin, a former executive assistant at Plug and Play Tech Center.

Metrogames

  • Andrés Vergez — Vergez joins the Metrogames team as their newest game designer. He was previously a lead game designer for Gameloft.

Mindjolt

  • Prateek Jha — Only a single bit of activity from Mindjoltas Jha joins the team as a “mindjolt.” He was previously an assistant project engineer for Neo Metrix Engineering.

Playdom

  • Ignacio Harriague — An internal change, Harriague is now international business development under the Playdom tag. Before this, he was business development under the previously acquired Three Melons tag.

Playfish

  • Alexander Syed — Syed joins the folks over at Playfish as a senior Actionscript engineer. Previously, Syed was a Flex developer at KIT digital.
  • Dorothée Gabai — Joining Playfish as an online marketing manager is Gabai, a former CRM marketing officer for Keytrade Bank.

PopCap

  • Jeff Green — Jeff Green marks the bigger hire for PopCap this week as he joins the team as director of editorial and social media. Prior to this, he was editor in chief for Electronic Arts.

Wooga

  • Carole Lavillonnière — Wooga gains a new Flash developer in the form of Lavillonnière. Before this, she was a game developer for F4 Group.
  • Paula Palicio Sanz — Now a country manager for Spanish intern for wooga, Sanz, was previously a content manager for Spanish at Sprachcaffe.
  • Jan Miczaika — As noted earlier, Jan Miczaika joins wooga a new head of operations. Before this, Miczaika was a managing director for German ecommerce marketplace Hitmeister.

Zynga

  • Kevin Louie — Louie joins Zynga as a compensation and benefits manager. Prior to this, he was an analyst for Mercer.
  • Stephanie Lew — Now a concept artist for Zynga, Lew was previously a prep assistant for Spartan catering at Spartan Shops Inc.
  • Phil Sorger — Previously a senior software engineer for Electronic Arts, Sorger now fills the same role for Zynga.
  • Amar Chitimalli — A former software design engineer for Big Fish Games, Chitimalli joins the Zynga team as a software engineer in mobility.
  • Jami Woy — Joining Zynga as an art producer is Woy, a previous media project manager for McGraw-Hill Higher Education.
  • William Lazzaro — Technically an internal change, Lazzaro changes roles to engineer under the Zynga tag. He was previously director of operations and community management under the acquired Conduit Labs.
  • Destry Davison — As noted already, Destry Davison is the new director of operations for Zynga over in Austin. Prior to this, he was vice president, director of delivery management at iMed Studios – Publicis Healthcare Communications Group.
  • John Machin — Machin joins Zynga as a software engineer. Previously, he filled the same role at Electronic Arts.
  • Surag Nalin — Also joining Zynga as a software engineer is Nalin who was previously a senior software engineer for Yahoo.

Manga Castle Goes Retro With Social Mechanics in Magic Castle

Magic CastleSeveral months back, we touched on a Singapore-based startup called Manga Castle. It took that long for the developer to show us the fully Facebook-integrated version of their anime-style social game, Magic Castle, which operates as a stand-alone site connected through Facebook.

Reminiscent of apps like SuperPoke!, Magic Castle combines social interactions with virtual spaces to make a simplistic, yet charming social game that marries classic social gaming mechanics with a cute, anime style. Nevertheless, it’s a title that suffers from a lack overall purpose, and is often unclear as to what the point of many of its features are.

Starting out, players choose one of a handful of preset avatars that are representative of some of the more cliché anime personalities: the overly jubilant man, the serious guy, the bubbly girl, and so on. Right off the bat, players are granted a colorful cauldron in which they can mix pairs of random ingredients (broken hearts, chili, whips, and other randomness) together.

Take That SocietyThis is where things get interesting as players never know, for sure, what will come out of the brew. By buying cheap ingredients and mixing them, players will create random items that can be used on Facebook friends. This is where the well-known “poke” mechanic comes in, as these items can be used to harass or help one another.

Consisting of things like pranks, novelty items, and healing abilities, players can use their brewed creations (e.g. a slingshot or pimple outbreak) on one another. It’s a nice concept, and one that has proven popular in the past. Moreover, the anime/manga style adds a different flavor to the game that most of its predecessors did not have. The downside to this, however, is that “poking” one’s friends in this way doesn’t have a clear point or effect, a realization that led most players to give up on doing it long ago.

With each interaction, players gain experience, but can also raise and lower each other’s health and mood. As an example, a slingshot used on a character will lower its health while a healing item will restore it (which can be sent by friends). Other “pokes” also affect one’s mood, which is reflected in the Magic Castle profile. It seems that experience gates what abilities one can brew and what ingredients can be bought, and we’re also assuming health affects the actual ability to brew, while mood appears as just a fun extra for one’s profile. Unfortunately, the game never explains the true purpose behind any of these.

HintsWhat does work well for Magic Castle is that brewing items comes with a sort of riddle. Since players do not know what will make what, there is a section called “Hints” that gives users subtle clues as to what two items are needed to make a specific spell. If you’re a fan of riddles, trying to resolve them and purchase the right ingredients is actually pretty fun, and once discovered the spell can be rebrewed (over a set amount of time) to be either used on friends or sold for a small profit.

This profit, though extremely small early on, can be used to purchase not only new ingredients, but decorative items for a virtual room as well. All in 2D, it’s best described as a static, anime-style, Pet Society type of room, that can, of course, be visited by friends. It may not seem like much, but the addition is a feature that is generally quite popular with social games.

If there is any one significant complaint with Magic Castle, it’s that the game seems confused in what its overall purpose for playing is. It has a lot of game elements, yes, but new players seem to be left with the question of “what do I do?” Should players strive to decorate the best room? Is it just a toy to poke friends with? Is the goal to be the highest level on the leaderboards? Or is it a puzzle-type game for discovering new brews? Independently, none of these are bad things, but they all feel like parts just thrown together with no unifying factor.

RoomThe only other problem is that the decorative items for the virtual space are vastly overpopulated with goods that cost virtual currency. On the whole, very few cost in-game coins, and even then they are very expensive compared to the miniscule profits earned through selling brews. The combination of these two aspects makes playing for decorative purposes discouraging.

Despite its issues, most of the problems with Magic Castle are easily fixable. And while the game may be made up of older concepts, it’s actually rather refreshing, in a nostalgia-inducing-way, to see it steer away from the mold of city-builders, farming, and other popular genres, and focus more on simplicity. While not for everyone, Magic Castle is a cute and simple game that could potentially have some staying power.

Tapjoy Lures Zynga to AppStrip, Doubles Network Size

Two months ago, Tapjoy acquired a cross-promotion bar called AppStrip from its creator, Broken Bulb Studios. Following the sale AppStrip seemed to have relatively few users compared to its main competitor, Applifier. That’s now changing. Eric von Coelln, vice president at Omgpop, recently noticed Zynga’s CityVille being promoted in the bar:

Although Zynga’s use of AppStrip is something of a surprise — the social game giant has a huge network of its own to cross-promote within — Tapjoy declined to comment on the relationship. Instead, the company told us that it has doubled both the impressions and clicks on its network since the acquisition.

AppStrip is also adding features and upgrades: the company is improving the management console and reporting, as well as working on click fraud and an optimization engine, and will continue to invest in the bar throughout this year.

The cross-promotion landscape is becoming truly interesting. While Applifier was the first large bar, and set up the exchange model now being used by others, it’s having to fight off AppStrip and, since late December, Digital Chocolate’s VIP Games Network.

It’s fairly obvious why Tapjoy is so interested in the space; besides helping developers monetize, it also wants a piece of the distribution network on every platform. On Facebook, its best way in may be through AppStrip.

Tapjoy also announced a new raise of $21 million this morning, in large part based on its strength in the mobile market; we’re covering that over on our new sister blog Inside Mobile Apps, where we also recently posted in-depth coverage of TapJoy’s transition between markets.

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