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Napster creator tears down walls for social gaming

A decade ago, Shawn Fanning gained fame and turned an industry upside down with his music-sharing service, Napster. His latest project aims to remake the video game world, connecting players not only with content but also with one another.

Long before he began work on Napster, Fanning, now 28, was a gamer. And he was frustrated that he could not maintain contact with players outside of games like World of Warcraft. "You meet new people and friends and lose touch with them," Fanning says. "All these game platforms are walled gardens, and so you often only know someone you play with under their game alias."

So Fanning began work on a network he called Rupture to connect players across various game systems, individual online PC games such as Warcraft and even some casual Web games, "breaking down those barriers," he says. "Once you are a part of Rupture, you can track your friends and what your friends are playing, and find new games."

Electronic Arts acquired Rupture last year; Fanning remains general manager. "Shawn brought an entirely fresh, new way of thinking to our social gaming initiative," says EA CEO John Riccitiello. "It's exciting to see how his next venture, Rupture, applies his disruptive thinking to social gaming."

Currently in public testing, Rupture collects game identities and tracks your career. Once a player creates a Rupture account, profiles can be expanded upon with in-depth information harvested, for instance, from across PC, console, and Web gaming platforms. And Electronic Arts plans to supply information from its games, which range from sports to casual, on all platforms.

Game publishers could integrate Rupture to provide real-time updates. A Rupture desktop application meant to run while you are playing PC games lists friends' statuses (online or not).

Rupture's website provides social networking features such as friends and followers, plus recent games and challenges issued by other gamers (such as "Survive in Zombie mode co-op to level 20" in Call of Duty: World at War). "You get all the stuff your friends are posting, plus all of (their) achievements, high scores, new weapons or items," Fanning says.

Testing focuses on what data to publish automatically in the "feed" and what to leave for further searching. "You want to be able to digest that stuff really easily at a high level," he says. "Then, if you are interested in drilling down on a certain game or person, you have that ability."

These challenges pale in comparison with those Fanning faced in the past. Napster kicked off the peer-to-peer music-swapping craze and spurred a landmark copyright infringement decision before shutting down in 2001. A subscription Napster service eventually went into bankruptcy; this year, Best Buy relaunched the fee-based service.

Looking back, Fanning says, he was "completely blown away by the amount of interest and controversy. I wouldn't say I regret anything. It's easy in hindsight to look back at how such a complex situation unfolded and how you might have been able to make better decisions, but all in all, it was a great experience."

He says that in the music industry, "it is really hard to do anything innovative. (You're) dealing with a lot of people who aren't jumping at the prospect of their business model changing." But the gaming world, he says, is "a hybrid of technology and media, and their success depends on them incorporating and evolving new technology. You find people are far more open-minded."