Farmville Success – An evaluation

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OK…It’s official now. I’m SERIOUSLY addicted to Farmville and there is no denying the fact now. Howmuchsoever I tried to resist this game by blocking all Farmville updates or ridiculing my friends who have been playing it during work hours, but ever since I went to this app with a thought to just have a casual glance on this thingy called Farmville, there has been no turning back. This game is really addictive and I think after a long time I’ve become crazy for any game like this. Yes, when I had opened my Facebook account, I definitely enjoyed few apps but beyond those initial ones, rest I just visited more from a purpose of checking those out. But Farmville is a different story all together, the devotion is so much so that every night when I come back from work the first thing which I do is check out on my crops and harvest the ready ones. And I think I am still not as compulsive user as some of my friends are, someone now dreams of gaining XPs whereas someone wakes up at midnight to harvest his crop, there is one who smsed me his Facebook password to harvest as he was stuck in a long meeting and one who called up and shared the password so that I can harvest his ready crops as he himself was travelling out. Such is the user-involvement in this game!

No wonder Farmville has got 58+ million active users (as on 14th Oct’09) and it has been topping the list of social games ever since its launch on 19th June’2009.

Farmville

Image Source: Gamasutra

Close to 60 million users in just 4 months??? That’s really some statistics in the history of social games! So, what could be the reason for this historical success of the game? Well, there are actually many but I think the key reasons which can be attributed towards the phenomenal success of this game are:

  • Engaging/Stickiness: Oh, this game is really sticky to its core and this is one of the biggest reasons for so much of repeat visits to this app. You buy crops with Farmville coins, sow them in your farm and if you do not return to your farm on time, your crops wither and die. That’s a loss of money and negative impact on your balance! So, one has to return to this game again & again if you want to make more or do not want to lose your money there. A lovely way to keep the users engaged.

  • Networking: With Farmville on Facebook, there is a possibility of networking within a networking site. You can ask your friends to be your neighbors in farm and there are different ways by which you can visit your neighbors and earn reward points in the game. So having neighbors is advantageous and within social networking arena of Facebook, it gives you another chance of farm networking by interacting and helping your friends. Now I do get actual messages like, “visit my farm as I’ve revamped it completely” or “check out the new tractor and decorations on my farm:-)

  • Viral: It spreads like crazy in your community and there are many interesting reasons for the same, be it free gifts which you send or receive from your friends and later can use those to make money, sharing the wealth of your success or helping stray animals, all have some rewards attached which motivates you to spread the word more and more. You automatically end up doing these making this game truly viral in every way.

  • Communication: Zynga content guys definitely know the art of communication, each action has a prompt for communication and most of it is in either such an interesting language or are encouraging announcements of your advancements that you actually end up publishing your updates to your friends. And these updates act nothing less than a trigger to your friend to go and do some more farming in their farms.

  • Design and innovation: I personally love the UI of this game, I mean the colors and graphics of those fully grown crops definitely give you joy of a different kind. To add to that, constant innovation by Zynga team in terms of new farm additions like those beautiful flowers, Indian flag etc. or themes like the Halloween ones are nice additions for the users.

  • Monetization: Farmville is not just another free social game, it has got a well planned monetization strategy in place too. And by money I don’t mean Farmville coins or cash, I definitely mean hard cash in terms of real $. Thanks to the addiction of this game that once players are hooked on to it, they actually end up spending “real” money in buying “virtual” goods. On any given day 500,000 tractors (which are $20 “virtual” Farmville tractors) are sold on Farmville. No wonder, Zynga the company behind Farmville is making good money and has been profitable every month since September 2007.

Last but not the least, I’m wondering if success of Farmville has some connection with users’ psychography too? The fact that quite many Farmville users are actually Indians, makes me think if it has something to do with roots of Indians being in farming and agriculture? Also in other countries too, amidst all hectic life and work stress people are heading towards peaceful farms in reality, so is setting up a virtual farm somewhere helping them relive the same experiences online too? Has Farmville’s growth got anything to do with user’s inclination towards pastoral lives and is it serving “this” intrinsic need in the virtual world?

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13 thoughts on “Farmville Success – An evaluation

  1. Well,
    I disagree with you here, I have tried playing farmville and I was bored soon, and now I only use it to add as a neighbour to my addicted friends and to send gifts for the same!

    Good analysis though!

    Cheers!

  2. wonderfully well covered post on the marketing strategies and USP offered by Farm ville that other games have failed to provide with quite the same level of involvement level.

    Thankfully, I have somehow managed to get rid of the syndrome:)

  3. Tell me about it. I am a no-games person and I have got totally addicted to farmville! I don’t even blog when I am busy – but I definitely farm :)

    Loved your analysis – makes a lot of sense – all the points that you have mentioned. All I can say is that it certainly is addictive. I even tried giving it up – but to no avail!

  4. ok ,so nice ,,a very well done analysis ,in reality its all in the psychological addiction that lures u to fulfill ur so called emotional bondage,,,,off late i have just played zyngas mafia war n got bored in a month,,,i think there issome saturation point for every one ,,,,,,…..

  5. Even I have rejected all the req for farmville and after this post i don’t want to get hooked on to this game, No addiction for me.. :) ….btw nice post!!!

  6. The goal of all of these games is to get to a higher level, and generally have more fun growing things or killing things faster than your friends. Get addicted to the free version, then start spending to move things along more quickly. Once people are committed, it’s easy to get them to pay.

  7. Hey Kanu,

    Great analysis…with a lot of data to back up..U are as impressive as always…hey..u promised u would let us kniow when u come in to bombay and then we could all go out for old time sake’s..its over 6 months and no news..

    Did u know Jasmin’s getting married on Dec 8th?

    Regards
    Arun Kuruvila
    +91-9820515567

  8. I am totally addicted to Farmville at the minute I just can’t stop playing it! I wonder what will be the predecessor to it though? Has anybody began to play Fishville yet? Good post though thanks.

  9. I dont know about all the camotion involving farmville. I know one thing for certain if you have lots of free time to spend then it is the game for you :) My brother is taken up with it . Solid post by the way

  10. Hi, First of all great article :)

    we all agree that farmville is vary good, but what is really the mystery for me is why FramVille took off in a “The Sky Is No Limit” kind of way in opposed to other farm games.
    many other games also tape in to the farming common denominator. apart from that many other games tap in to many other of the beautifully observed rules you state in your post.
    why makes farmville FARMVILLE ?

    http://seriusgaming.blogspot.com/

    P.S
    @Arun Kuruvila – Please send My Best wishes to Jasmin :)

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