an Israeli startup located on the Tel Aviv shore line is attempting to revolutionise online gaming by creating a niche for casual online gamers. I had a chance to visit their offices and learn what they were up to during the past two years.
Originally, Funtactix attempted to create a “Casual” MMORPG (or Massive Multiplayer Online Role Playing Game) by using “procedural content generation” which reduced the production cost of the game. During 2007 they changed their approach. While casual online games remained the goal, the method changed and Funtactix started working on a series of smaller pvp (player vs. player) games the first of which - Slider Party, was recently released for open beta.
Funtactix new strategy relays on two unique concept : the first is the ability to use the same character in every Funtactix game. this means that any improvement made to the character in any one game, will reflect on the rest. The second advantage lies in an advance web interface that allows high integration with the games. The result is a “Social Network” based on our game characters - where each character has a profile with its picture, a list of achievements, a friends list and you guessed it folks, a wall to write on.
In an age where social network seem to be the new black, Funtactix new strategy seems to make a lot of sense. By creating a social network based on your character and achievements you provide the player with a more substantial goal long term goal (improving your character) while keeping necessary game time to a minimum.
It is also worth noting that while MMORPG hold a large part of online games, these are primarily designed for hardcore gamers. Even if Funtactix attempt at reducing production cost was successful, it is not clear how that would have reduced the play time required while at the same time keeping the game interesting.
Having said that, the transformation may require Funtactix to undergo a more complex change than they planned. Initially Funtactix relied on technology to gain advantage over existing games. With their new strategy, Funtactix abandoned its technological edge and must now relays on the content and community they are able to generate.
I mention this since I feel Slider Party lacks in this field for two reasons : The graphical design of the characters, a corner stone for the Funtactix universe is not engaging enough to make me want to improve it. Without some emotional connection between the player and his character it will be difficult to convince players to invest time (and money) on developing their character.
The second factor is the gameplay. While I can’t point my finger on a specific problem, Funtactix first game does not offer a significant edge over older online pvp games. Without offering players new game concepts - either new exotic weapons, unique play styles, exciting levels etc. It would be fairly hard to convince gamers to leave their current games and start playing in Funtactix Universe.
I believe that Funtactix challenge for the next few months will be to go the extra mile with its line of games and find a way to recreate an edge over the competitors. This can be done in several ways, all of which - in my opinion, revolve around the content.
I was recently invited to a quick meeting with a new Israeli startup company called 
Desktop, application and OS virtualization are hot segments in the IT world. 
Disclaimer - Yosi Taguri and Shachar Nechmad are friends, who I know for years. However, their company, 
