Disney Playdom is far from done with hidden objects after Gardens of Time‘s smash hit success. Launching this week is the developer’s second Facebook game for the genre, Blackwood & Bell Mysteries.

At the core, the game plays like Gardens of Time — players complete levels by finding lists of hidden objects and increase their level by decorating a virtual space with items they buy or acquire through gameplay and friend gifting. Blackwood & Bell, however, puts more of an emphasis on story and narrative, connecting story progression to special objects that players must find in scenes to advance the plot. Additional modes like one-on-one multiplayer will also be added to the game post-launch. Beyond gameplay, however, Blackwood & Bell features a darker, more sinister atmosphere than its predecessor, which is how Disney Playdom plans to differentiate the game from Gardens of Time and all the other hidden object games that have launched on Facebook since.

“We hope it overlaps considerably with the Gardens of Time audience,” Playdom Executive Producer Joey Klein tells us. “We’d be really excited if this can broaden the market with its edgier feel. Each chapter will have a distinct feel and it’ll be a little darker — we’ll toe the line between actual reality and fictional exciting characters like vampires. That’s where this game fits into the space.”

Incidentally, story and narrative were how developer Making Fun hoped to set its hidden object game, Hidden Haunts, apart from Disney Playdom’s Gardens of Time. With so many developers trying to break into the genre, it’s not surprising to see similarities like this between new hidden object games. It’s even less surprising to see that both Blackwood & Bell and Hidden Haunts draw some inspiration from classic downloadable games that dealt in similar themes of mystery and tension — like Big Fish Games’ Mystery Case Files.

Klein acknowledges that social game developers are often inspired by downloadable games because they were so successful. His real fear for Blackwood & Bell, however, is its inevitable comparison to Gardens of Time. “The theme and the story and the small tweaks make a better game overall,” he says. “By having a deep storyline with interesting characters you meet along the way — we hope it keeps players engaged for a long time. It’ll be interesting to see how the target market changes with the theme.”

Social game publisher and developer Peak Games announced the acquisition of Saudi developer Kammelna Games today for an undisclosed sum.

The acquisition deepens Peak’s ties to the Middle East/North Africa (MENA) region where the publisher makes most of its money off hyper-localized social game adaptations — like Komşu Çiftlik, the Turkish language adaptation of TheBroth’s Barn Buddy. In September, the company raised $11.5 million in a second round of funding to acquire two Turkish studios and increase regional operations in South America and Mexico.

The Kammelna buy brings Peak Games into Saudi Arabia — a country which shows a preference for card or board games, similar to what Peak’s audiences in Turkey and the rest of MENA prefer. Speaking to Inside Social Games at our Inside Social Apps conference earlier this month, Peak CSO Rinah Onur explained that Kammelna is a very small studio that made its name with a single card game of the same name. Peak claims that Saudi Arabia sees the highest average revenue per user (ARPU) by region.

Kabam moves farther away from its Facebook origins today by launching Dragons of Atlantis on games portal Kongregate and Kingdoms of Camelot on iOS.

The official announcement today only mentions a publishing partnership with Kongregate, but we found Kabam’s first mobile game on the Canadian App Store early last week. Though Kabam VP of Mobile Matt Ricchetti had no public comment on the title, we observe he’ll be speaking at the upcoming Game Developers Conference in San Francisco next month — where he’ll presumably discuss Kabam’s efforts to diversify its offerings as a social game developer that got its start on Facebook.

Kabam’s reputation comes from asynchronous strategy combat games like Dragons of Atlantis and Kingdoms of Camelot. In 2011, the developer landed an $85 million fourth round of funding, the developer started to expand, bulking up its core technology and metrics tracking infrastructure, opening a San Francisco studio and launching games on other platforms like Google+ and its own site. Going into 2012, Kabam acquired Fearless Studios to push its games out of 2D and into streaming 3D. The company also completed some restructuring that resulted in layoffs, the magnitude of which we never quite discovered. As of February 2012, Kabam claims its quarterly bookings are up 10 times over its Q4 2010 and that it believes it’s No.2 behind Zynga in terms of social game revenue.

An interesting component buried in the press release is a proprietary framework called Pyramid that Kabam plans to use to connect all its games in a synchronous environment. The goal for the user-side experience is to allow players on various networks and devices to play together. On the developer-side, the framework eliminates the need for branched code and multiple update pushes for different platforms. It’s unclear how smoothly Pyramid will work in mobile, where Apple’s update policy often trips up cross-platform developers that want to release constant updates.

As Kabam’s attention has shifted away from Facebook, we’re not at all surprised to see its traffic on the platform sagging. Daily active users alone are down over 50 percent since July 2011, from 1.4 million to 590,000, according to our AppData traffic tracking service. For context, Kongregate claims a user base of 16 million monthly unique visitors.

News Corporation social game developer Making Fun launches its third Facebook game today, entering the hidden object genre with Hidden Haunts.

The game differs from all other hidden object games on Facebook in that it’s photorealistic — the developer composed physical sets for each level of the game and snapped photographs of the scene to form the basis of the levels. The rest of the game experience will be immediately familiar to fans of Gardens of Time; players click on hidden objects, receiving a scoring bonus for finding objects in rapid succession and progression is tracked both by score and by the number of decorations a player has added to their mansion. To those ready to cry clone, however, Making Fun points out that it changed Hidden Haunts’ story immediately after Hidden Chronicles and World Mysteries launched to remove a missing uncle story element so that Hidden Haunts wouldn’t come off as too similar to other hidden object games on Facebook.

“We would like to be known for richness and depth,” Making Fun President John Welch tells Inside Social Games. “We had to launch Hidden Haunts early because we didn’t want to be left behind [by Hidden Chronicles]. There’s a theme here, and if you already like it, hopefully you’ll really like this game.”

Making Fun has had some success with its other two Facebook games, Clash: Rise of Heroes and Noah’s Ark, and with its iPad title Santa’s Village. Each game is a completely different experience — collectible card game, farming simulation and city-builder, respectively — and this helps Making Fun understand how to tap into different demographics on different platforms. The developer is still learning basic social features and monetization practices, however.

“We’re anti-whale,” Welch says. “But we still have to teach [players] spending.” He relates an incident where Hidden Haunts’ designers went back and forth on whether or not to give players free premium currency and then walk them through the pay flow as part of the tutorial — which is standard practice for most social games, but one designer new to social games worried that it took away some of the fun.

Going forward, Making Fun is exploring new genres both for Facebook and mobile. In a demo reel to be shown at the Game Developers Conference in San Francisco next month, we saw snippets of a basketball sports sim for Facebook that looks to be a combination of turn-based play and statistic tweaking. We also saw a tower defense game themed around bugs that looks nearly final. We also couldn’t help but notice a sketch on the wall behind Welch that appeared to depict a hybrid board and matching game based on what looked like Alice in Wonderland; Welch declined to comment on it directly.

Look for our review of Hidden Haunts later this week.

Zynga’s aggressive development on its private cloud infrastructure, zCloud, shows us just how close the developer is to hosting an independent games platform.

Zynga started sharing more details on its cloud service as of yesterday during its Q4 earnings call, stating that about 80% of its games catalog now runs on zCloud instead of on public clouds. A blog post and infographic released today further illustrate how far the service has come in the last 12 months (click on the image to see a larger version of the infographic).

It’s significant because it means Zynga is almost ready to release its ZLive platform. For two years now, we’ve heard rumors and rough details around what ZLive — or Zynga Direct — is really supposed to be. Near as we’ve been able to tell, it falls somewhere between a fan network and a mobile social games portal built on deep Facebook integration. As early as October 2011, we knew that ZLive was capable of hosting some of its existing social games. Now that Zynga is sharing how far along zCloud has come in the last year, we know that Zynga is planning on hosting all of its games, plus some yet to be released or announced.

In its blog post, Zynga claims that zCloud is able to support more scale, efficiency and power than anything the developer experienced with public clouds through Amazon Web Services (AWS). In mid to late 2011, the developer began launching its games directly within the service instead of starting them off AWS. Mobile game CityVille Hometown was the first title onto zCloud; CastleVille followed some months later, testing the limits of infrastructure with high production values and rapid traffic growth. Zynga CTO of Infrastructure Allan Leinwand tells Inside Social Games that zCloud is already capable of supporting cross platform games for web and mobile — like Words With Friends.

The next step, then, is expanding beyond Zynga’s existing games catalog.

While Zynga certainly plans to launch more of its own IP on its own cloud and eventually on its own platform, we could potentially see Zynga publish other developers’ games on ZLive or some games portal extension thereof. Zynga hasn’t done very much with publishing as yet — beyond hiring Sony’s Rob Dyer to oversee the department and announcing a licensed Slingo game for Facebook as of this morning — but if the developer had an infrastructure capable of doing even more than what Facebook does for games, it’s not hard to imagine that Zynga would court other developers to come launch games on its service. It would go a long way toward decreasing Zynga’s dependence on Facebook.

Slingo, a popular slots-and-bingo hybrid from the developer of the same name, is coming to Facebook today by way of Zynga in a licensed game called Zynga Slingo.

Slingo may be familiar to web game connoisseurs, given the game’s 15-year history on its own site and portals like Yahoo Games. Players spend balls on individual spins of a number-generating slot machine attached to a bingo card above. Once the numbers appear, the player must select as many of their tiles as correspond to the numbers, hoping to complete rows, columns or specific patterns to score points. Special joker cards and other powerups alter the dynamic of the game, allowing players to select corresponding numbers faster or gain better odds each spin. More advanced players have access to larger cards with more numbers.

Where Slingo becomes a Zynga experience is in the energy mechanic and the social features. The game is organized into five worlds with nine levels in each world. Players must spend different increments of energy to access different levels, with higher difficultly levels costing more. At launch, social features will be limited to friends-only leaderboards, gifting energy or powerups. Zynga tells us, however, that it is testing a multiplayer feature where players can challenge one another to beat their high score on individual levels. Primary monetization comes from the sale of powerups and energy refills.

As to why Zynga and Slingo partnered on this game when Zynga already developed its own games for the Zynga Casino franchise, both companies say the move made sense given Zynga’s experience in social games and Slingo’s experience in i-gaming — internet gambling. Though Zynga hasn’t entered the i-gaming word quite yet, it’s well-positioned to do so with Zynga Poker on Facebook and mobile and potentially with its other casino franchise games. Last month, the developer told AllThingsD it was looking for partners in i-gaming — this month, COO John Schappert told investors on its Q4 earnings call that Zynga saw i-gaming as a “very interesting opportunity.”

The licensing partnership with Slingo moves Zynga that much closer to seizing the opportunity. Slingo already has strong ties to real casinos via gaming machine supplier IGT — which acquired social game developer DoubleDown Interactive earlier this year — and it has a firm grasp on how i-gaming revenue compares to what social games are seeing.

“It’s 10-times plus, how much people will spend on some of the games out there,” Slingo CEO Rich Roberts tells Inside Social Games. “Remember you’re not buying items, you’re at a slot game online. There are numbers on one operator where certain operators are driving seven figures in profit on one game in one operator. When these numbers start coming out, once [i-gaming] becomes legal in the U.S., you’ll see more and more developers seeing this as the next opportunity.”

As to why Slingo went with Zynga, Roberts explains that it was the strongest possible partnership opportunity to make the classic game social. As a company, Slingo has developed along two paths for the past decade and a half: its online presence and its for wager presence in real life bingo games and slot machines at casinos. “For online, it’s our website, our past history with AOL and our future social game with Zynga,” Roberts says. “We look at i-gaming as a mix of both worlds of us — that’s our future, down the road. Today, it’s how we’re going to build our brand overall with our partners — including our new partner, Zynga.”

Update: A Zynga spokesperson says Zynga Slingo will not be a part of the Zynga Casino franchise. This contradicts what Rich Roberts told ISG.

Zynga posted its Q4 and full year 2011 results today, citing its oldest games as the biggest moneymakers.

Average bookings per user (ABPU) rose 11 percent to $0.061 up from $0.055 in Q4 2010.  Zynga COO John Schappert called out five of Zynga’s older Facebook game franchises on the company earnings call as key bookings drivers. Expansions launched in Cafe World, FarmVille, FrontierVille and CityVille all increased bookings — and Texas HoldEm Poker continues to deliver record bookings even after four years on the platform. Advertising growth and pair conversion rates on social and mobile platforms also drove ABPU growth.

Younger games typically don’t contribute as much to bookings because they have a higher percentage of non-paying players in the mix. Zynga did claim one notable exception with CastleVille, however, despite the game’s late launch in Q4. Based on Zynga’s expectation of slower sequential growth in the first half of 2012, it sounds like Zynga expects its newer games — like Empires & Allies and Hidden Chronicles — to show stronger bookings as they age.

Some of Zynga’s newer games failed to perform as well. Mafia Wars 2 bombed in Q4, dropping more than 70 percent in monthly active users and more than 80 percent in daily active users during Q4. Other Zynga titles also saw traffic declines as a result of age, but Zynga reports that growth in CastleVille, Empires & Allies and other recently launched games off-set the losses.

Dream Heights, Zynga’s newest mobile game, has made plenty of pre-launch headlines in the last month given its similarities to NimbleBit’s Tiny Tower. Inside Mobile Apps takes an exclusive hands-on tour of the version that arrives in the U.S. App Store tomorrow.

We’ve covered cloning at length on both Inside Mobile Apps and Inside Social Games. The purpose of this article isn’t to rehash the cloning debate. Rather, we present to you the differences between the two games — and leave the rest to your own judgement.

Both games are “tower” titles where the player is tasked with building individual floors of a skyscraper, designating some as commercial spaces and some as residential spaces. As virtual residents move into the tower, the player must staff the commercial spaces, trying to balance each resident’s natural skills to the skills needed to run specific storefronts. The storefronts go on to earn the player virtual currency, which is primarily spent on building more floors. That’s what’s the same about Dream Heights and Tiny Tower.

Here are the subtle and not-so-subtle differences:

Presentation: Dream Heights goes for a cartoonish, 3D look that’s intended to appeal to a mass market. The game puts players in the role of a customizable avatar that hangs out in the lower level of the tower. Players are encouraged to build more floors to their tower by a set of visual landmarks like the Big Ben that they try to “outgrow.” In contrast, Tiny Tower uses an 8-bit art style that appeals to retro video game fans and progress is encouraged mostly by running out of jobs to offer residents or not having enough residents to fully staff all stores.

Read the rest on our sister site, Inside Mobile Apps.

We’re at the San Francisco Design center, blogging Inside Network’s third annual Inside Social Apps conference.

Zynga announced a Hasbro partnership today that grants the merchandise giant the rights to develop toys and games based on Zynga’s games.

Merchandising is one of the key ways social and mobile game developers monetize their brands outside of games. Angry Birds is the most popular example with a wide range of plush toys and t-shirts available at most major retailers. Zynga has experimented with merchandise before via FarmVille plush toys sold at Best Buy stores. At our third annual Inside Social Apps conference, Disney Interactive’s John Spinale hinted that the company may explore similar merchandising around Swampy the Alligator from its popular mobile game, Where’s My Water?

The deal with Hasbro also includes the right to develop co-branded toys or games that combine Zynga and Hasbro IP. This means a branded Monopoly game is likely in the works as that’s the board game Hasbro most often marries to brand partners. The first products from the Zynga-Hasbro deal are expected to hit shelves in fall of 2012.