All Things D: Ex-Playdom Exec Rick Thompson Calls for Higher Quality Social Games
“Thompson: I am helping develop exciting opportunities in social and mobile.
My thesis is that the rules are different now than they were back in 2008 to 2009. Back in those days, the viral channels were wide open, and lots of folks were competing. The reality is that the best companies at exploiting the channels — those companies, which had their DNA in Web marketing — were the ones who had the winning strategy.
Then, of course, there was the over-exploitation of those channels, which led them [Facebook] to dial them back, so that they were inaccessible by all. It got rid of the noise and the signal. These communication channels were largely app to user, they weren’t user to user.
When the rules changed, they changed radically, but they also changed slowly. They slowly turned the valve, so some companies rather than reinvent themselves, tried to apply band-aids to 1,000 cuts that were coming.
Here we are now in 2011, with the viral channels greatly reduced. And, some are still executing against the playbook that was used in 2008 and 2009.”
Read the full interview at All Things D