Speaking today at the Game Developers Conference in San Francisco, EA Playfish Creative Director Ray Mazza revealed that Facebook’s now-deactivated games ticker drove 93 percent of the early referral traffic for The Sims Social.

Mazza’s point about the ticker was that players are tuning out all the feed posts about friends’ activities in games (or just can’t see them). Now that the ticker’s gone, Mazza argued that social games will move from being in “competition for eyeballs” to competing for players’ interest by only sharing posts that are genuinely interesting. An example of this is players like to share when their sims have sex (“WooHoo”), and how this has  become the “the strongest Wall post we have.”

“We want to see drama between players, we want to see amazing creations, and we want to hear what’s really on players’ minds when they’re making these posts,” said Mazza.