Social games powerhouse Zynga isn't likely to bring its Facebook conquering titles to consoles any time soon, reasoning that Xbox Live's "too small a demographic" for its mass market offerings.
Zynga's games reportedly attract more than 275 million users every month on Facebook, a figure that's seen the company's market valuation reach an estimated $10 billion, but Zynga's chief game designer Brian Reynolds doesn't see further growth coming from expansion to consoles.
"The thing that seems to make social gaming and networking magical is the fact that all my friends are potentially there and they might see the things that I'm posting or doing or expressing," he told IndustryGamers.
"[Xbox Live's] too small a demographic... 20 or maybe even 30 percent of my friends might have an Xbox 360, but effectively 100 percent of them have Facebook and effectively 100 percent of them have a mobile phone. Of them, probably 90 percent have a smartphone."
Reynolds added: "So when you think about the social potential of a platform... if we made a game on Xbox Live, I think - forgetting about the fact that I might have an artificially high percentage of friends that do it because of what my profession is - the number of anyone's friends that's going to be able to participate in the social experience is going to be a very small number so the amount of social capital that there is isn't going to be very high.
"That's why right now we're on Facebook for sure, and mobile is the obvious next place for us to go because it is an inherently social platform. I mean, we've got to be on several different kinds of platforms, but especially if we can figure out a way to have people socialise cross-platform."