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Social gaming is today a pervasive phenomenon. Driven by the advent of socialnetworks and the digitization of game distribution. In this paper the impact ofdigitization and so-cial networks such as Facebook on digital games isde-scribed and evaluated. This impact follows several vectors, including theintroduction of new game formats and extend-ing the traditional audiences forgames, which in turn has increased industrial revenue. The industry is in turnshaped by new business model such as Free-to-Play, digital distri-bution andthe use of viral social features. These changes do not only appearirreversible, but more importantly, play a part in shaping the future ofdigital game design, notably for mobile devices. The paper presents newknowledge from controlled live experiments from a casual social game acrossFacebook and mobile platforms, finding positive re-turns by adding socialgameplay features. This suggests that not only social network games, but alsocasual mobile games can benefit from deeper social gameplay mechanics. Giventhe impact of social features on gameplay, Game An-alytics will need to evolveto be able to handle requirements that arise from the introduction of socialfeatures, e.g. how to measure engagement against social features and shapingorganic and viral spreading of a game.

Play With Me? Understanding and Measuring the Social Aspect of Casual Gaming