SPIL Games' Peter Driessen

I don't know yet, but I do think people will play games on their television screen, of course.

Yeah, it's always a continuous development in that area. For example, Google can change the algorithm and you have to do something - so you have to keep track. But of course you can't keep increasing your SEO traffic. However, there are always ways to do it better and to fight for it. With the last changes to Google, we actually did better thereafter, because of these great domain names and these 4000 games living in a social world - that really contributes a lot of SEO traffic. Nevertheless, a lot of people are finding us directly as well - around 40 per cent of our traffic is SEO, but the rest of it is coming directly.

The download-style business model will keep on going on but it will die in the end

Yes, because the gameplay is the same as it was before. People can enter the site, it's for free, you don't need to subscribe, but if you want to store your game scores or you want to pay for something in a social game you need to subscribe. But even the social games you can enter without subscribing - just get into it and play them, which is very different from things we've seen in other places.

Notifications are all around friend requests and in the games, so we don't use them in a commercial way. They're more about building the community and engaging the community - they've been pretty positive about it.

Yeah, the download-style business model will keep on going on but it will die in the end. So I really believe that a new category is coming up; casual games will still be very strong but in a social way. It's very funny to see nowadays that while the social companies like Zynga and Playdom are strong, also the casual companies like Popcap are having a sort of second wave coming up that is extremely popular.

I think it's going to be in the cloud - for example, with HTML5 you have the game on all the devices everywhere, connect to your favourite game and game brand anywhere. That brand has to live in the cloud, and that needs extra investment from companies.

There is always a lot of risk attached especially for payments and those kinds of things, so you need to have all the proper protections in place. That isn't only to do with having just one login - on Facebook you have just one login too - so it's really about safeguarding what you have.

Yeah. I find it very difficult to give a proper answer in that respect.

Of course, when social came up and Facebook became very popular, a lot of people were starting to play games there. So our direction was either did we need to go onto Facebook or build up our audiences there, or could we transition the games that we do have to a social experience? We chose the latter, because we already had hundreds of millions of players and we don't need that marketing spend to build that up somewhere in Facebook. What I see now if I look to the global gaming landscape is that you see Facebook own a lot, the local social networks declining and you see our social gaming platforms increasing in traffic as well. So I think we have something in hand with the potential to be very, very strong, because I believe you will have more verticals in social networks. Facebook is for your real Friends, LinkedIn is for professional friends, GirlsGoGames is games in a social way for girls. That's something that I think will work for us in a big way.