Feb

8

Facebook Dominates Social Logins to Games and Other Third-Party Apps

Mark Stephens

Does one or two less extra clicks make a big difference to you? It does to many gamers. When you are on your iPad, iPhone or PC how do you login to that game you are itching to play? Chances are that you don’t go to the app itself but you can login via one of the social networks you are already on. Convenience is big in gaming – and anything that makes it easier to login, play the game or win is immediately grabbed – as recent game login statistics show.

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Gamer Demands

Making life as simple as possible is a plus for any game. That’s because gamers love “simple as possible” when it comes to accessing their favourite titles.

This requirement has become an important factor for both social networks and game developers to bear in mind. The likes of Facebook and Google Plus provide access to as many games as possible as they benefit from the volume of traffic and greater user retention as people hang around for longer on the network; the game developers, by arranging convenient access to their game through the popular networks, obviously enhance the game’s exposure and its potential number of players.

Personalising user accounts has been a key trend in social gaming: both the game and the network know more about user preferences and can tailor their offerings more to the demands of their users.

Game and Other App Logins

Whenever we join a social network, game, or virtually any website where user information is required, authentication with a username and a password is usually required.

Most web users find that remembering all these details is nigh on impossible – not to mention the hassle of inputting data repetitively on some mobile devices.

Password managers help but still not that many people are using them. So being able to access multiple services with a single login is highly attractive to many.

Who’s Winning the Social Login War?

A recent Gigya study conducted during the second quarter of 2013, confirmed that more people use their Facebook login details than those from other social networks, for access to third-party websites and apps.

The key findings from the study showed that users with social logins have the following preferences:

  • Facebook – 51 percent
  • Google+ -26 percent
  • Yahoo – 18 percent
  • Twitter – 4 percent
  • LinkedIn – 1 percent

Further, the study found that Facebook dominates mobile even more – with 66 percent of total mobile logins worldwide. This figure was greatest in Africa, Asia-Pacific, and South America, where Facebook’s mobile platform has been especially popular due to the higher proportion of mobile users over PC-based users.

The growing importance of login preferences to social networks was demonstrated in August last year when Facebook implemented two-step login permissions to third-party websites and apps. Users see a window of the data that they will be given access to, which they can either confirm or cancel.

Convenience and Security

The balance of convenience and security is a challenge for the social networks. With gaming, players want the convenience of the fewest clicks to get from A to B but also want the confidence of knowing their personal data is safe.

Using social identities across the whole of the web does not come without risks but at present it is managing to find the balance and proving to be very popular. No doubt we will hear horror stories of security breaches in the future, and this will spur the networks to tighten up procedures – but like everything in social media, it is an ever-evolving landscape.