ABSTRACT

Social games emerged on Facebook just weeks after it was launched in 2007. At first, the boundaries between games like Mob Wars or Yo Ville and gambling seemed relatively clear. The hugely popular Farmville, for example, allowed players to create their own farms for free and rewarded them for returning regularly inviting their Facebook friends to share in their experiences, or consuming advertising. If players wanted to progress more quickly through the game they could purchase virtual cash to spend on tractors and cows in the Farmville economy. Among the first games to gain traction on Facebook was Zynga Poker, which reached 36 million monthly users in 2010 and has continued to feature strongly in the top 10 most popular games. 1 Like other Facebook games, Zynga Poker was free to play; although participants could purchase virtual currency to keep playing when they ran out of free play credit or to have a chance of winning higher jackpots, they could not cash out any credits they had built up. 2 Other free-to-play casino games, including slot machines and roulette, have gradually increased in popularity, to the point that in 2012, ‘casino games surpass(ed) farm games as the darlings of social networks’ (Takahashi 2012b). As a result, the social gaming and online gambling industries have become increasingly interested in one another. This chapter focuses on this dubious romance, which both insiders and commentators have described as ‘convergence’ but is perhaps more tentative and uneven than this term implies.