![]() Players gleefully clicked cows to send a message to their FarmVille-loving friends or to identify themselves as members of the anti-Zynga underground. Every “I’m clicking a cow” newsfeed update served as a badge of ironic protest. Within weeks, it had achieved cult status among indie-game fans and social-game critics. “Players were supposed to recognize that clicking a cow is a ridiculous thing to want to do.”īogost launched Cow Clicker during the NYU event in July 2010. “I didn’t set out to make it fun,” Bogost says. As a play experience, it was nothing more than a collection of cheap ruses, blatantly designed to get players to keep coming back, exploit their friends, and part with their money. That’s not a nutshell description of the game that’s literally all there was to it. In true FarmVille fashion, whenever a player clicked a cow, an announcement-”I’m clicking a cow“-appeared on their Facebook newsfeed.Īnd that was pretty much it. Players could purchase in-game currency, called mooney, which they could use to buy more cows or circumvent the time restriction. A leaderboard tracked the game’s most prodigious clickers. Players could invite as many as eight friends to join their “pasture” whenever anyone within the pasture clicked their cow, they all received a click. Each time they did, they received one point, called a click. The rules were simple to the point of absurdity: There was a picture of a cow, which players were allowed to click once every six hours. The January issue of Wired includes a long read on Ian Bogost's Cow Clicker:īogost threw together a bare-bones Facebook game in three days. ![]()
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