If you were on Facebook from 2009 onwards, you either got hooked on FarmVille or were overwhelmed with notifications from friends asking for help in-game. FarmVille, a game where you cultivated a plot of land, grew crops, and raised animals, was just one of many social media browser games that defined what I call the golden era of Facebook games. Zynga’s agricultural sim, which anticipated the popularity of games like Stardew Valley almost a decade later, stood out as the crowning jewel alongside titles like Happy Aquarium, PetVille, FrontierVille, and Mafia Wars. These games, especially from Zynga, were designed to keep Facebook users—who were still new to the platform—engaged and returning for more. And they did just that.

In March 2010, FarmVille peaked at nearly 85 million active users, with 32 million playing daily. CityVille hit similar numbers in early 2011, marking the height of Facebook gaming. A stroll through old Facebook photo albums of many millennials reveals countless screenshots of their virtual farms, homes, and aquariums, showcasing their dedication.

Before this era, multiplayer gaming was mostly limited to console games or early MMORPGs. While these early multiplayer games set the stage, social media gaming brought that sense of connection to a broader audience. Kids (definitely above the minimum age to join Facebook) and parents played together, and friends separated by miles engaged in parallel play. Casual gamers found a home in social media games, succeeding where platforms like Yahoo! Games had tried before. For a while, everyone had a common virtual goal, creating a sense of unity that I see glimpses of in today’s tight-knit gaming communities like those in Helldivers 2.

Facebook games still exist, but the rise of mobile gaming has shifted most casual players to apps like Bejeweled or popular gacha games that generate massive revenue. Many of those classic games (including FarmVille) ended their original Flash versions by New Year’s Eve 2020. While new versions are available, often more monetized, they just don’t capture the same magic.

Personally, I joined Facebook just to play FarmVille and send gifts to my equally addicted sister. The games often featured time-sensitive tasks, urging players to return frequently. I even set alarms for my crops and have fond memories of managing my sister’s farm when she was away. Our mom also got into it, though she preferred PetVille and Bubble Witch Saga.

These Facebook Flash games likely played a role in embedding the social media feedback loop and introducing microtransactions. Despite this, the golden era of Facebook gaming remains a cherished memory. There’s something uniquely nostalgic about sharing updates on your virtual farm or quirky pets with friends, which today’s games struggle to match.

Moreover, these early social games laid the groundwork for the mobile gaming market we know today. They proved the success of free-to-play models with microtransactions, a business model now dominating the industry. The social elements fostered a sense of community and connection, something many mobile games aspire to replicate. Despite technological advances, the simplicity and communal experience of Facebook’s gaming heyday are unmatched.