Casino and Developer Partnership Results in a New Social Casino Game
May 7, 2013
Facebook players can win real life MGM perks
While many companies are exploring new opportunities opening with the convergence of gambling and social gaming, there are other players in the market that are perfectly happy to continue building on the time-honed model of free-to-play games.
PlayStudios is one such company, making money from social gaming. Partnering with MGM Resorts International, the Californian game developers have recently released a new social casino game, titled MyVegas Mirage Secret Gardens.
This is already the 11th such game being added to the MyVegas universe on Facebook, an application attracting over 3 million players. The application is in fact a game-in-a-game, allowing players to build their own Las Vegas Strip, as well as playing various slots and side games, such as online blackjack or mystery puzzle games.
Even though the 250,000 players launching the app at least once a day and 900,000 doing so at least once a month may seem low when compared to the tens of millions signing in to play Zynga’s games, PlayStudios feels it has a solid customer base to build on.
Speaking to GamesBeat, PlayStudios COO Paul Mathews said that “the key here is the play rate and how much they spend. We’re comfortable with those numbers, though we don’t disclose them. We are launching new games as rapidly as we can and people love it.”
Though several competitors may view social gaming as a stepping stone to eventual real-money gambling, PlayStudios is happy to stick to the current business model.
“Economically, social casino games have turned out to be a good place to be,” claims Mathews.
Teaming up with MGM of course means more than just some branded free slots on Facebook. While enjoying some online gaming, players are also collecting loyalty coins, which can be traded in for over 100 real-life perks, ranging from free drinks and room discounts, to tickets to shows and concerts at one of MGM’s venues in Vegas, including Aria, Bellagio, MGM Grand, Mandalay Bay, The Mirage, Monte Carlo, New York-New York, Luxor, Excalibur, and Circus Circus.
Consequently, the partnership is also part of the casino strategy by MGM Resorts International, ultimately providing it with new customers and new business.