There is a big difference between a "social" game and a game that fosters a loyal, engaged community. Most of today's pyramid-like social structures don't allow players to really connect with one another and the developers, to create a circle that both engages and fosters brand loyalty.
We are building our free to play, service driven games around a more MMO-like structure. Players should be involved competing and helping other players, getting involved in player-developer discourse, so that they can help shape the games as they evolve over time.
To do this, we are creating a proprietary back-end platform that allows us to connect players across all our games and through the web.