Virtual Mooncake Exchange

A friend of mine, who’s going to go nameless in this post, called most Facebook social games “window dressing on the poke application.” He wasn’t specifically referring to FarmVille, but it fits.

FarmVille’s genius is turning our contract with society into a game. The addictive side of play is not so much the virtual sheep or farm improvements, but because we have social expectations surrounding favors and gifts (even if they’re pretend ones).

I really like farming sims, I’m having fun with MyTribe on Facebook, and I love the idea of a casual MMO game, so I was expecting to enjoy a recent assignment on FarmVille. But as I played, I saw less of the pretend raspberries and coffee beans, and more of a social currency.

Sure, I noticed the addictive powers of game mechanics like limited-time availability of items, the slot-machine draw of random gifts, the timing and variety of in-game achievements, and the pull of FarmVille status updates, but what fascinated me most is the gifting system.

We have social expectations around gifts and favors, but FarmVille turns the guanxi network into a game. FarmVille encourages you to send free virtual gifts to your friends!  Who wouldn’t spend a couple mouseclicks on a gift to a friend? You do have friends, right? You aren’t some kind of friendless pariah, are you? And you’re not some horrible jerk who won’t share, right? Look at this poor homeless calf! You’ve got to find a home for it!

And then, you have to respond to gifts. Of course you’re going to send a thank you gift — who wouldn’t spend a few moments responding to a virtual sheep? You’re not totally lacking in social graces, are you? And now you’ve exchanged your virtual items, you’re locked in. It would be kind of mean to accept their help for a barn-raising and then not offer them a pink cow or perfect bunch of daffodils. It’s window dressing on our social contract.
That is also the problem with FarmVille (and similar games). The frustration comes when invitations and free sheep from distant acquaintances on the far edges of our social networks seem more like spam than actual connections.  I’m beginning to see Easter eggs or pear tree exchange the way I saw certain Chinese English students accosting me to practice their English on a real foreigner. Somehow the personal connection is missing from what seems like a personal interaction.
What do you think? Is FarmVille brilliantly turning our social contract and expectation into huge fun (and huge profit for Zynga)? Or are we fake-interacting with each other, like the mall greeter, as we grow our pretend crops?
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