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Tuesday, August 05, 2008

Fallon Brainfood: Social 10 *UPDATE: Scrabulous vs Hasbro

In my Social 10 trends in social media presentation a few months ago, I recounted the cautionary tale of Hasbro's Scrabble versus Scrabulous

Well since then, Hasbro finally beta launched their official Scrabble app on Facebook. And Scrabulous unexpectedly closed down their app last week - only to then relaunch as Wordscraper.

The numbers are in from Adonomics, and Wordscraper has almost matched Scrabble Beta's usage numbers - in only a few days since launch.

Some lessons to learn:
-Again, at the Social, you're competing with the crowd as much as you're competing with "competitors"
-Collaboration may be a better option. So, what Hasbro has created is a new enemy, a formidible competitor more nimble and effective than you (I hear word of tech glitches with the Scrabble Beta, Worscraper is further along and has groundswell)


darthveda said...

i love it.

one of these days you think someone will come to a realization that cooperation and networking has so much more credibility than hostility and takeovers.

silly, how it mirrors politics. on one side you have diplomatic dialogue, and on the other just a full on war.

AKI SYSTEMS 2600 said...

ALSO NOTE: Scrabble Beta HAS BUDGETS. I have gotten newsfeed alerts and formal marketing to try to catch me and tip me over to their app.

I don't know for certain, but i highly suspect the WORDSCRAPER guys are rolling on strictly WOM. Anecdotally, I have had friends tip me to go get Wordscraper, with the *wink, wink* that its now legally "different" from Scrabble. The point: MANY OF US ENJOY STICKING IT TO "THE MAN" in favor of the little guy. Again, how heroic could the brand have come off by elevating these guys to collaborators rather than villainising them and making martyrs?