With the technology boom in the current era, nowadays people from all generations rely more on technologies and spend more time on them to the point of addiction. Game developers, on the other hand, have viewed this phenomenon as an opportunity for developing and expanding the gaming industry. This expansion is in the form of casual gaming as built- in apps in smartphones and tablets, creating a whole new platform for gaming. Some games such as Lineplay, Pet Society, and IMVU are basically social interaction apps similar to Facebook, but unlike Facebook, these apps also include extra features to make them appealing.
These special features include the customization of the users’ avatar, allowing them to customize their appearances which are different from those in their real lives. Current apps even let the users customize their avatar’s rooms or even their houses. Usually, users can buy in-game items with in-game money which they can earn by doing specific quests, which sometimes can be as simple as saying “Hello”.
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In addition to in-game items, there are also premium items that can be acquired only by real cash. Game developers use this opportunity to earn real profits. In recent years, even international celebrities have begun to endorse some of these games to boost the popularity of these games. These endorsements include new features that allow users to customize their avatars to look like their chosen endorsed idols. However, this customization falls under the premium item category and requires real cash to acquire.
Nowadays, developers of casual games have become very creative in attracting more users. Apart from games based on basic social interactions, they have begun to develop simulation games, on subjects that not many people can do, such as running a restaurant or a café. Originally, these games were on running a café, but when the developers realized that users were fast losing interest in these games owing to their limited contents, they began to develop more contents and side activities in these games. Here, the developers use the opportunity to earn further cash by giving the users options to complete their quests faster through paying cash. Another method to encourage players to use real cash is by rewarding them some premium items or real cash currency as rewards. However, whenever these rewards are not enough for purchasing another premium item or for completing certain quests, impulsive players often resort to using real cash. Another strategy for prompting players to use real is by offering them low exchange rate of cash currency, thereby encouraging them to spend cash in small amounts but more frequently.
This type of game is called freemium as the game is free to download but it includes premium/cash items available in the game. This is opposite of premium games where users have to pay up-front to download and the games do not include any cash items. However, in recent years even pay-to-download games include cash items, causing an uproar in the casual gaming community. Even then, the number of people willing to pay is still high enough to cause the developers to retain this system.
Hardcore gamers often regard casual gamers with disdain for several reasons. Firstly, hardcore players do not recognize casual gamers as real gamers since almost anyone can play casual games that do not require any real skills or dedication. Secondly, casual games do not require proper gaming platforms like consoles or desktops, but they instead leech on smartphones that are not even designed for gaming. Thirdly, while gaming is the passion to hardcore players, it is just mere enjoyment to casual gamers. Finally, where hardcore players are steep in gaming culture and society, casual gamers are totally lacking in this aspect.
Casual games are often criticized for having too many rip-offs. Unlike Triple-A games, casual games are usually developed by small companies that do not own copyrights. Rip-off games tend to have very low quality gameplay and art. All they do is making profits at the expense of the original games.
Despite the hostility from hardcore players, game developers are already showing signs of giving in to the forces of supply and demand. Even some well established companies, namely, Capcom and Square-Enix have developed several casual games. These games, specifically for the smartphone platforms, are either new ones or are the modified versions of their original console and arcade games. According to the NPD Group research, although Triple-A games are more expensive than casual games per se, in the long run casual gamers may end up spending more money on a casual game like Candy Crush Saga.
This is because despite its free downloading, some levels are so difficult to pass prompting users to use real cash to proceed to a higher level.
While many games have been blamed for causing addiction and encouraging violence, casual gaming has been relatively free of any such blame since it has been billed as friendly and innocent. This view is in fact very far from the truth. The truth is casual gaming has given rise to much higher rates of addiction owing to its easy access. With the game installed in smartphones and tablets, players can play casual games almost anytime, anywhere.
Casual gaming has sparked rivalry among players. This rivalry may be for better looking avatars or for a higher ranking in the game score. Some players even set a certain level of achievements in their game as personal goals and improvements to the point of addiction. Although hardcore gamers may spend a rather high amount of money on one game, their costs usually stop there. As for casual gamers, notably impulsive ones, their costs keep accumulating since in order to gain premium items to help them extend their game further, or in order make their game advance faster, or in order to simply have nicer decorations for their avatars, they will have to continue spending their money endlessly.
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