Entertainment Games looks to revive soap operas in Facebook games

FarmVille may have killed the daytime soap opera, but it seems like soaps might have their heyday after all. Langhorne, Penn.-based Entertainment Games announced that it hired Michael Fairman (pictured below), a leading expert on daytime soaps (bet you didn't know such a job existed, eh?) to help the company develop a soap opera game with Heyday Games.

Working toward this announcement, the company has been surprisingly busy. Entertainment Games bought social games maker Heyday Games in late June. Then in August, the company changed the name it's had since 1992. Two weeks ago, the company struck a licensing deal with intellectual rights management firm CMG Worldwide to use pictures of celebrities for some "retro-based social game for Facebook, Google+, mobile devices and the open web."

Aside from admittedly banking on nostalgia, there are a few clues as to what type of game the company looks to make. Entertainment Games wants to harness Fairman's two decades of experience in the industry. The company wants his help to create a game that Entertainment Games's CCO F.J. Lennon says will "deliver a ground-breaking social gaming experience that both the gaming and soap opera industries will take note of."

Michael Fairman soap opera expertSince Facebook games came along, games and daytime soaps had been inadvertently at war over the same audience, namely, 25 to 54-year-old women. Unfortunately for soaps fans, Zynga's "television audience destruction machine" won the battle over All My Children and One Life to Live. But Entertainment Games isn't the only company looking to capitalize on this obvious demographic.

In an effort to generate more revenue, UK soap opera Coronation Street was turned into a Facebook social game called "Corrie Nation". Unfortunately, the game didn't last a year before it was taken down for a complete rehaul, with ATV network looking for a new game developer to take on the job. With soap operas dying and the first (and only) Facebook soap opera game ever made, out of commission, you'd think that no one would bother with another attempt, right? Well, here comes Entertainment Games, Inc. to prove us wrong.

From the sound of things, soap operas can find new life after television as Facebook games. On top of that, they're going to return vying for the same demographic as they once did against Zynga, but this time, they'll be on the same playing field.

Do you think soap opera social games have a chance at being the next big hit? Sound off in the comments. Add Comment