3DVIA: Social networks need "compelling experiences"

3DVIA, which recently launched the game Billions, Save Them All on Facebook, has told GamesIndustry.biz that there need to be more "compelling experiences" within social network games in order to serve the growing communities there.

That's according to CEO Lynne Wilson, who believes that while some demographics can be turned away by complex-looking products, the expanding audiences will demand higher production values - as long as some basic rules are observed.

"At first, the attraction is simply about being able to do something new and fun - 'Look, here's a fun app or experience I can try and share with my friends,'" she explained, regarding the appeal and growth of the sector. "But over time, technology always advances and people expect more. Nothing stands still.

"It's natural, and remember, the network will spread info about 'great new things' at warp speed. For a certain demographic and use cases, simplicity is key. But with a rapidly expanding community of more than 500 million users on Facebook, there are other consumers and broader interests to be served.

"People will be attracted by more compelling experiences, which will generate higher quality, as long as the fundamental tenets - ubiquity, simplicity, speed and sharing - are not violated in the delivery of the experience."

Billions, created by the company to show off its content creation and delivery tools, is a game set in a 3D environment and Wilson said that the company is "excited" by the challenge of "delivering a high quality, console-type experience through the browser."

But she also warned against underestimating the challenge of distributing games, explaining that companies having a "build it and they will come" attitude won't necessarily see economic success - and noting that the company has more announcements on its own distribution tech upcoming.

Finally Wilson believes that the successful penetration of games into a broader consciousness is no short term blip, but indicative of a longer term change.

"Just like other forms of online communication, such as email, social networks are changing the way the world communicates and learns. Game developers have focused on what you can download and play on a PC - but many have ignored or overlooked the web and mobile.

"Think about it - Farmville was built by web people, not traditional game developers. We think IP-based content delivery and gaming is the next platform - and it's a huge opportunity."

3DVIA is the consumer-oriented segment of Dassault Systemes and creates tools to deal with 3D content creation and distribution, including 3DVIA Shape, 3DVIA Scenes and 3DVIA Studio.