Why we believe in word games...
You only have to look at history to see that word games have a longevity that can’t be questioned. The first example of a crossword appeared in 1890 and 121 years later they are still going strong. Scrabble was invented in 1938 and is now sold in 121 countries in 29 languages. When Zynga’s Words With Friends became available on Facebook, it gained over 12,000,000 MAUs in just 2 months – a clear indication that good word games are as popular as ever.
So why are so many popular word games on Facebook closing?
Amongst the developers closing word games are the big players Zynga, who closed Word Twist, Scramble and Pathwords, and Playfish, who closed Word Challenge. It seems likely that, when faced with the prospect of investing time and money making their games support https, Zynga and Playfish decided that it would be tough to build on their current audience, monetise them successfully, and after the game being free for so long, their players wouldn’t take kindly to suddenly being asked to pay.
We disagree. 10 years running word games on Virgin Media TV, and now Facebook, have taught us a few things.
Players of word games are extremely loyal. When Zynga and Playfish announced last month that they were closing the aforementioned word games, many devoted fans of the games expressed their unhappiness at losing their favourite games. We decided to revamp our word game String ‘em In recently and Gem Words was born. As it’s an expansion of String ‘em In, we closed the original game, but before players realised that Gem Words is essentially the same game as String ‘em In but better, they complained in their droves. People don’t like change generally, and if word game lovers find a game they can play regularly which they enjoy and doesn’t intrude on the time they want to spend on ‘real’ life, they stick with it.
Unlike many games on Facebook and elsewhere, word games don’t grow to be overwhelming to the point where you have to spend an hour a day playing them just to keep up. You can play when you like, for as long as you like, and someone who plays once a week can get as much enjoyment out of them as someone who plays daily.
Word games provide an intellectual challenge and a measurable sense of achievement. The points of satisfaction they offer are many and often and can be personally tailored by each player. Players of Gem Words may decide to concentrate firstly on clearing the grid using 5 powers, then 4 powers, all the way to clearing it using no powers. They may then decide that their next goal is to improve their overall score a little bit each day. Players of Words With Friends may decide that, as well as beating their opponent, they want to make a 7 letter word, or use a letter worth 10 points on a triple letter square. You can set your own reachable challenges, and get a little bit better at your chosen word game every day, safe in the knowledge that the sense of satisfaction you feel every time you achieve one of your goals will be greater than if you’d just collected a virtual pink cow.
New content is constantly on offer. A new set of crossword clues, a new selection of letters in Scrabble, a new grid in Gem Words. You never have to play the same game twice and the cost of new content to developers is relatively low or zero.
A strength specific to Gem Words, unlike word games like Words With Friends or Writer’s Blox, is that it is essentially a searching game rather than a creating game. All the letters are there and you can choose to clear the grid by finding long, obscure words, or by making lots of short, common words. You can clear the grid using either method, so players of different abilities can play equally well and people at the lower end of the ability scale aren’t made to feel less able than those at the top.
It’s very early days but with small, timely ad campaigns and ever-increasing virality our Gem Words audience is growing. We think all it takes to succeed in the word game market is a compelling format and a good community spirit on the fan page. We’ve just launched the game store, so we’ll put our money where our mouth is and see if we’ve got it right…
Caroline.