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Brian Blog

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Is Facebook sacrificing virality for credit’s sake?

If you’ve been paying attention to the facebook platform like I have for the last few years, you’ll notice an overarching theme emerging. Quite brilliant one if I might add. Facebook has managed to build up this enormous eco-system around their platform, generating at least 750M in gross revenue, and now it wants to stake their claim as the financial engine of this platform. Not happy being “just” the social glue of the web, facebook is playing a risky game with its developers by making it almost a pay to play platform.

Several developers are quoted as saying it costs $3M to get up to 1Million actives on the facebook platform now. That seems to be the tipping point you need to catapult yourself to a huge audience, but there is no way to get there for free anymore. By removing the viral elements of the platform bit by bit (the highest reported K-Factor is now 0.6), Facebook manages to force developers into their ad system to grow their audiences. Chris Dixon referenced this the other day in his post the Facebook-Zynga hold up. Saying that facebook is trying to hold Zynga hostage by forcing them into their payments platform (Credits), where it can take 30% of each transaction. Once they’ve got them locked into their ad system for growth, they can lock them into their payment system for monetization.

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