What's better than a basket full of kittens? One puppy. That's right; just one. Not a litter. No, that's too much love and awesomeness for anyone to contain. Just one cute, adorable, fuzzy puppy.

*cough* cats suck *cough*

Fabric recently finished designing and developing a new beta site for Dogasaur, a social site aimed at helping dog lovers improve their dogs' lives.

We started with a few simple goals: create a site that placed the best, most pertinent information on dog products, services and health at dog lovers fingertips; give dog owners a place to rate and review these things; and develop a home for canine experts to get their information out and available.

But, we quickly found in our discovery phase that ratings and reviews just weren't enough. Dogasaur needed a place for dog lovers to express themselves, to add their own personality (and their dogs' personalities) to their profiles. And, not only just dog lovers but the businesses serving them. We discussed options with the client and out new profile layouts were born.

We've had a ton of fun creating Dogasaur with our client and we're not finished yet. On the horizon: bigger and better tools for businesses to reach (and help) the Dogasaur audience; videos, pictures and dog breed information; more robust interaction tools with dog shelters, rescues and charity organizations; and other social tools to engage our user base.

One puppy!

Ah yes, the timed honored tradition of training rats to press a button a get some cheese. Er… wrong metaphor. Ah… the time honored tradition of tying a carrot to a stick and making that dead horse walk an extra click to get some meaningless play gold that has no utility in real life other than to provide bored office workers with something to do other than actual work…

I might have messed up that analogy too. Whatevs.

Social game applications - Facebook gaming apps and mobile gaming apps in particular - use this tactic to such an extreme degree I'm not sure the game concepts come first or the actual clicky button-y thingies.

We want them to click a button that gives them shiny coins!

Yes, but what kind of button?

A red button.

Awesome. But… why are they clicking the button?

Oh. Well, shit. Um, because they're at an airport. And, and… they run the airport! They decide what airlines are coming and what chains to have in the food court and how to run security.

OMFG! That's genius! We'll make them click a red button so they can get coins and upgrade their airport. But not enough coins to get the really good stuff. They need to buy special Frequent Flyer Coins to get the good stuff.

Yeah. It'll be sweet.

So, sarcasm aside, it obviously works. Farmville has 89 million users on Facebook and Foursquare is rounding the corner on a million smart phone users. What would be interesting is to see the real drop off points. How many of those users installed the apps and never came back but never uninstalled? How many played obsessively for a week or two or even a month and suddenly dropped it altogether? There's something missing in the formula. How do you engage a user - obsessively - for extended periods of time past even one or two months?

Games like World of Warcraft or Call of Duty have a bigger platform to play with. Desktop applications and gaming platforms like Xbox 360 and the Wii create more immersive experiences that suck in users. But social network and mobile applications have limited screenspace, restrictive technology and sometimes crippling terms of use.

Because these apps are “free” and easy to obtain the user investment in the beginning is low. You need to hook them fast and the most readily available form or digital crack is fast levelling, easy badges and lots and lots of coins. You'll eventually loose your users but maybe you've made enough to build the next game. And the next and the next. It's a slash and burn strategy that is quite frankly as boring as it is addictive. Which is kind of like watching paint dry - eventually you get so bored you hit this zen like place in your head you don't even know where you are anymore. Experience The Nothingness of Click.

Funny enough, the ads for most of these games say things like 'Hey our game is different. We've got a real story. It's not just click farming!' They lie. Straight up. There's just not enough content in these games to keep your interested. There's just not enough variety in the button clicks to keep you going forever.

What's the solution? Well, I don't really know. Sorry for the anti-climax. But I think it's in the social part of the equation. Monopoly had an awesome Google Maps integrated game last year that was very popular. If they had better anticipated that popularity we might still be playing it right now. The idea of augmented reality and geo-location apps is still pretty exciting. Social play that ties in real life experience with game-like elements isn't a new concept but it's one still begging to be perfected.

Written by Ryan Nash

There seems to me to be a two kinds of mobile social users: the Mobile Gamer and the Mobile Braggart.

If you're in the tech industry, as I am, you're one of these two whether you like it or not. It's merely a matter of personal preference. You can “think different” with all your iPhone buddies, look important on your BlackBerry or even hang with the new disciples of Android and still fall into one of these two categories, although I have my opinion which users fall pretty hard into the Braggart definition.

The Mobile Gamer
A gamer is an imaginitive individual at heart with strong escapist tendencies who loves to assume alternative personnas and waste valuable time acquiring vast hordes of e-stuff (read: treasure, coins, $, dead dragons, etc). I fall squarely into this category. The Mobile Gamer is interested in the actual game mechanics, the gameplay challenges, the refining of strategies and the satisfaction of winning.

We keep Zynga and Booyah in business.

The Mobile Braggart
A Mobile Braggart wants everyone, everwhere to know exactly what they are doing, where they are doing it and who they're doing it with. It can be as simple as getting breakfast on a Sunday morning with friends after a “crazy” Saturday night hopping from hotspot to hotspot. Checkin. Tweet about how awesome this event is. Checkin somewhere else. Tweet about how awesome the late-night food is. Checkin. Post a picture of your totally amazing Sunday brunch with friends. It really is that amazing. 

Foursquare and Gowalla get off on you getting off on getting everyone else off about your really interesting life.

Written by Ryan Nash (mobile gamer and escapist artiste)

I find the brewing battle between Foursquare, Gowalla and MyTown to be really exciting. At this point, I'd have to say Foursquare is going to be the winner - no surprise. They're making the right plays, signing a new deal with big brands almost every week and are cornering the market on PR. But they're missing something… It's not really fun to “play” Foursquare.

Foursquare and Gowalla fit more into the Mobile Braggart category. There's not much of a game mechaninc; they're really just vehicles for social expression (read: my life is so interesting!) so I find it hard to care. One might argue that these apps aren't intended as gaming platforms but I'd disagree. Explore your city and unlock badges… that's a blatant game mechanic - carrot-on-a-stick tactic - designed to keep users coming back. Look at the icons and the badge names, the general design even. They're definitely games desgined on a massive social scale. They're just lacking anything particularly game-like to do.

So, what am I whining about? Just this - they're not doing a lot to make due on the actual gaming promise. MyTown, on the other hand, is very much a game. In fact, they've come at it from a different angle - nailing down the gaming mechanics and now quickly adding in the social elements. Was this the right play? Well, they have over 1.5 million users; a number that neither Foursquare or Gowalla can boast. But, MyTown doesn't have the brand recognition that Foursquare or even Gowalla does so they're deficient in that area.

My bet, which shouldn't be a surprise, is that even though MyTown has garnered as many users as they have on the actual strength of their product they're going to be surpassed by Foursquare. Probably very soon. My hope is Foursquare takes a bit of their hard earned dollars and builds out more the gaming part of their universe. Maybe take a few plays from the MyTown playbook and give me a reason to actually use their application. Bragging about my interesting life isn't enough to hold my attention. But bragging about how great I am at gaming could definitely get me out of hiding.

Written by Ryan Nash

Ugh. Ok, so I tried giving this topic a few weeks to sink and see if I could calm down about it but, no, I'm still not happy. Usually I'm all about new technology, online services, gizmos, gadgets and digital products that make my already considerably cushy life just that much cushier. Particularly, little things like Amazon remembering who I am everytime I come back, recommending books and holding all my credit cards on file, or Google's slightly big-brothery-I-know-exactly-where-you-are-and-no-don't-bother-clearing-your-cache-'cause-we've got-your-click-pathing-profiled-already tweaks to Google Maps, search ads and every other product they've built. Seriously, who doesn't want their map to zoom to your current location on load? Maybe I've just become used to that level of creepiness.

But Facebook, man. Holy crap. I mean, don't get me wrong, I love technology. I loves me some technology, but this is getting a bit much. I seriously, absolutely, positively do not want to show up on some site for the first time and see my entire friends list laid out in front of me with message and product suggestions tailored specifically to my own unique brand of stupid Facebook comments. There's stuff all over my profile that I wouldn't want showing up when visiting another site in any circumstance - voluntary or not.

Now some people might say I'm splitting hairs. Amazon, among others, tailors their product offering directly to you based on your usage patterns - searches, favorites, purchases, etc - but that's a sort of walled garden of hyper-specific marketing. I have to sign in to access this data, at least once when setting up my account and possibly every time I return, to get all these targetted offerings. Facebook, on the other hand, is proposing to just sign you up. Seriously. You've never been there but you're signed up the second you land on the page.

“…we’ve also explained the possibility of working with some partner websites that we pre-approve to offer a more personalized experience at the moment you visit the site.”

Is this the end of the world? Well, no. But it certainly feels like an invasion of privacy and a betrayal of trust. [More on trust in a minute.] I'll give you an example that I don't find to be far-fetched at all. Let's say I go to Sports Illustrated for the first time because I've just got to get a Swimsuit Calendar for my wall. Why? Maybe I'm lonely. Maybe it's none of your business. Oh, snap. That's just it! It is none of your business. But my good buddy decides to go to Sports Illustrated too. Maybe he's there for the same calendar or maybe he's there to read an “article”. Haha. Anyway, he might see a great, big picture of my face saying, 'Hey Buddy, your friend Ryan just bought a steamy Swimsuit Calendar.' Probably because he's lonely… That sucks. You see where I'm going with it though.

Is Facebook going to protect users from situations like that? Will they stop it at merely signing you in to a site you've never been before and restricting the “general information” from spreading out in concentric circles of shame and irritation? I doubt it. Facebook has betrayed our trust before. Beacon anyone? New opt-in-only privacy settings? Facebook will of course give users the usual convoluted privacy settings but make no mistake, you'll be opted in until you find the stupid setting to turn it off. I hope…

I realize the web - and mobile for that matter - are travelling in this direction at break-neck speed but I feel like the old man in the corner going, “Back in my day, the web was anonymous! You could go anywhere and do anything without fear of persecution - or at least embarrassment. It was private dammit!” I'm just tired of having my personal information sold and traded about without my permission. And, NO, telling me you're going to opt me in ahead of time doesn't count. Couldn't Facebook start us opted-out and convince (read: bribe) us to turn it on?