Inside Social Apps 2012 discuss Clonegate, attracting VC cash and providing immediate fun

Day 2 of the Inside Social Apps conference in San Francisco went deeper into the potential and pitfalls of the mobile games business.

While experts have different opinions on the best strategies, technologies, and content, the one thing everyone agrees about is that mobile is currently the bright gaming sector.

Sincerest form of flattery

The issue of cloning was probably the hottest topic of the conference.

Zynga's SVP of mobile, Travis Boatman wasn't concerned about this 'fast follow' mentality; although given the company's reputation in this area, that wasn't a surprising statement. Boatman, who joined the social giant, from EA six months ago, believes market will judge what is fresh, new and innovative.

However, there were plenty of speakers who disagreed. Loot Drop's Brenda Garno Brathwaite called it "disgusting" while TinyCo's Suleman Ali, earned the quote of the day:

"I think they [Zynga] are out there cloning games like ours, because they just don't know how to do things there ... Zynga will not be the Zynga on mobile."

So advice for developers - focus on new genres and new mechanics that make it difficult for others to copy.

Cream rising?

As mobile gaming gets more popular, so the competition will only become more fierce, particularly as console and Facebook publishers come piling in.

The consensus is that unlike Facebook, there won't be one company dominating, instead there will be many different publishers and developers emerging to increase the quality bar.

The good news is there's still room for small developers to make their mark.

Two suggestions for the indies.

• Make sure your game provides immediate fun and value; you have a player's attention for a minute, so make sure your game's opening seconds provide a meaningful experience.
• Focus on retention; even if you don't have large distribution, a core audience who loves you will enable you to grow organically.

Show me the money

While the venture community is now more cautious about funding game companies, it's not abandoning the space, especially with respect to mobile.

For example, Rick Thompson has invested in 20 companies in 8 months and claims everything he's looking at is in mobile.

However, what gets VCs excited in 2012, isn't the same thing that got them excited in 2011.

Game developers need to be diverse and creative if they want to catch the eye, bringing innovation and different approaches to existing sectors. With so much competition, investors want companies who understand their audience, and have a niche in which they are successful.

Tablets will change the world

While tablets are (some say unfairly) lumped into the mobile category, many insiders see the platform as the next great opportunity with tremendous untapped potential.

The larger screen size and touch capabilities make it a different experience to phone or PC. And unlike smartphones, which work well for turn-based games, usage patterns of the tablet make it ideal for real-time, social experiences - tablet players are sitting on their couches relaxing not squeezing in two minutes while waiting in line at Starbucks.

Other opportunities, such as turning the tablet into a game controller, streaming game services such as OnLive, or using it to interact with TV are in the very near future as more developers design specifically for the platform.

You can read Lauren's take on Day 1 of the event here.