Dive Brief:
- Facebook is reportedly in talks with game developers about adding gaming apps to its product lineup for its Messenger service, according to The Information.
- Since the social network launched the standalone Messenger app in the U.S. earlier this year, it has steadily introduced a slate of services within the app such as video calling, money-sending, gifs and customer service cababilities for brands.
- Given Facebook's success with gaming within the initial social network, opening Messenger to gaming apps could provide a new monetization stream.
Dive Insight:
Games could open up a new way to market on Facebook Messenger, which has a huge presence abroad and is growing domestically.
Facebook essentially forced users in the U.S. off the main app and onto its Messenger platform on mobile nearly two months ago. The app, which has enjoyed large success in Europe, has taken off among American users, but developers say consumers have been slow to engage with (or even discover) the range of applications within Messenger. Facebook reported in March that Messenger had passed 600 million monthly active users.
Given the success that gaming saw on Facebook in years past (think: Farmville), introducing games in the platform could open up a new, high-revenue opportunity for Facebook, as well as developers and marketers alike.
