Agora Media Group Innovation Blog

Is Google changing its strategy in order to get a better and firm grasp on the Social Web and the increasing power of Facebook?

This week was announced that Google has waved goodbye its all-in-one collaboration tool Google Wave.

On Wednesday and Thursday, multiple sources have reported that Google has acquired Slide, a social application developer for $182 million.
In July, the news was announced that Google has invested in Zynga to form the cornerstone for Google Games.

Are these all indications that Google is leaving the arena of platforms and is focussing on the content, which is being deployed on the Web?

The rumors about a social network experiment called “Google Me” are not in lign with the aforementioned developments, but a rumor is a rumor.
Facebook and others, like Twitter and Myspace have such a large userbase, it would be very difficult for Google to compete.
Like Google Wave, other social experiments have not been succesful.

By investing in social gaming, it will get a better grasp on one of the activities employed by users online, making advantage of the large and established userbases of Facebook, Myspace and others.

Not only for Google but also for other companies trying to get a share in social networking, it is becoming hard. People have established networks, time and attention are fragmented.
The advantages need to be really compelling in order to persuade users to be active on yet another network or leave a present one. If an extra network is added to the users’ portfolio, less attention and time is available per network, which is a disadvantage for both user and the social networks.

Secondly, Google kills two birds with one stone, Google Games and social gaming distributed via Facebook and others.

This development fits to overall approach of Google, the Web as a platform where all sorts of activities are deployed.
Think of entertainment/video via YouTube.
Think of communication via Gmail.
Think of information via its core, Search.
Gaming fits this list of activities very well.

What’s your opinion on the developments concerning Google and (social) gaming?