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dc.contributor.authorBalnaves, Mark
dc.contributor.authorWillson, Michele
dc.contributor.authorLeaver, Tama
dc.contributor.editorC. Anyanwu, K. Green, J. Sykes
dc.date.accessioned2017-01-30T11:24:31Z
dc.date.available2017-01-30T11:24:31Z
dc.date.created2013-02-14T20:00:27Z
dc.date.issued2012
dc.identifier.citationBalnaves, Mark and Willson, Michele and Leaver, Tama. 2012. Entering Farmville: Finding Value in Social Games, in Anyanwu C. and. Green K. and Sykes J. (ed), Communicating Change and Changing Communication in the 21st Century, Australian and New Zealand Communication Association conference, July 4-6 2012, pp. 1-12. Adelaide, Australia: Australian and New Zealand Communication Association.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/11405
dc.description.abstract

Social games—games that operate within social network sites (SNS) and draw on a user’s social graph—are a rapidly growing phenomena. According to AppData’s facebook applications report, Zynga’s social game, Farmville, as at the 15th March 2012, had 29,100,000 monthly active users (MAU) and 5,800,000 daily active users (DAU). The site also lists Farmville as no. 7 on the App leaderboard, and Zynga, the game designer, as no. 1 on the developer leaderboard with 245,429,908 MAU’s. These are not small numbers and clearly indicate a level of engagement and correspondingly, of revenue generation that warrant closer examination. However, the value of social gaming is far from just economic, with the experiences of game-play, and the broader social interactions possible surrounding social games, potentially creating value for the game company and players themselves in a number of different ways. This paper will explore the experience of the Zynga game Farmville, with particular focus on the question of value. Primary evidence will be drawn from the ethnographic experiences of one of the authors who spent several months immersed in Farmville as an explicitly positioned ethnographic researcher (as part of a larger ARC Linkage grant on social gaming on the internet). In order to situate these findings, this paper will also provide a brief history of the games leading to Farmville and explore the broader context of value creation in social games.

dc.publisherAustralian and New Zealand Communication Association
dc.subjectzynga
dc.subjectdata mining
dc.subjectcasual games
dc.subjectsocial games
dc.subjectfacebook
dc.subjectfarmville
dc.titleEntering Farmville: Finding Value in Social Games
dc.typeConference Paper
dcterms.source.startPage1
dcterms.source.endPage12
dcterms.source.issn1448-4331
dcterms.source.titleRefereed Proceedings of the Australian and New Zealand Communication Association conference: Communicating Change and Changing Communication in the 21st Century
dcterms.source.seriesRefereed Proceedings of the Australian and New Zealand Communication Association conference: Communicating Change and Changing Communication in the 21st Century
dcterms.source.conferenceAustralian and New Zealand Communication Association conference
dcterms.source.conference-start-dateJun 4 2012
dcterms.source.conferencelocationAdelaide, Australia
dcterms.source.placeAdelaide, Australia
curtin.note

Copyright Statement: This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australian License. http://creativecommons.org/licenses/by-sa/2.5/au/

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curtin.accessStatusOpen access


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