If you build it, they will come. This seems to the be the mantra for all social and casual game developers. The secret is that it's what you do with those players that counts. This talk is all about how to take those players and build them into a thriving game community. Just because the eco-system has to live on Facebook doesn't mean you can't establish deep roots with your fans. Casual/social gamers are just as hardcore as a "regular" gamer. I will share my secrets if only to show just how important all those players really are.