Tried and true casual game mechanics are the rising stars of social gaming. But why did it take more than two years for popular genres like Match 3 and Bubble Poppers to take hold on Facebook? And how long will they thrive on social platforms? Through case studies and analysis of historical growth trends, this session will explore the key factors that slowed adoption of traditional casual games on Facebook, discuss how new social and monetization models have emerged, and offer predictions on the long term business opportunities for these games on Facebook and other social platforms.