From casual games to gamification: new technologies for a new playfulness inside the GAFAM Network

Abstract

The ultimate affirmation of new types of game, such as social and browser games that can be played on the main social networks (Facebook) or browser, has quickly changed the role of these platforms as well as the role of the digital technologies linked to them, promoting the progressive 'domestication' of their use. The same thing it's happened, for instance, during the launch of the first smartphones by Apple, thanks to mobile games with a easy gameplay as the iconic Angry Birds, available on the App Store. The following article will investigate the impact that the so called 'new playfulness' has had and still have in the contemporary mediascape, especially on those products, hardware and software, branded GAFAM (Google, Apple, Facebook, Amazon, Microsoft) and on their way of revolutionizing how to enjoy a videogame and how to deal with some daily life routines, according to the network society era.