Cow Clicker is an incremental social network game on Facebook developed by video game researcher Ian Bogost. The game serves as a deconstructive satire of social games. The goal of the game is to earn "clicks" by clicking on a sprite of a cow every six hours. The addition of friends' cows to the player's pasture allows the user to also receive "clicks" whenever the player's cow is clicked. A premium currency known as "Mooney" allows the user to purchase different cow designs and skip the six-hour interval between clicks. In the wake of a controversial speech by Zynga's president at the Game Developers Choice Awards in 2010, Bogost developed Cow Clicker for a presentation at a New York University seminar on social gaming in July 2010. The game was created to demonstrate what Bogost felt were the most commonly abused mechanics of social games, such as the promotion of social interaction and monetization rather than the artistic aspects of the medium. As the game unexpectedly began to grow in popularity, Bogost also used Cow Clicker to parody other recent gaming trends, such as gamification, educational apps, and alternate reality games. Some critics praised Cow Clicker for its dissection of the common mechanics of social network games and viewed it as a commentary on how social games affect people. Gameplay The player is initially given a pasture with nine slots and a single plain cow, which the player may click once every six hours. Each time the cow is clicked, a point also known as a "click" is awarded; if the player adds friends' cows to their pasture, they also receive clicks added to their scores when the player clicks their own cow. As in other Facebook games, players are encouraged to post announcements to their news feed whenever they click their cow. A virtual currency known as "Mooney" can be bought with Facebook Credits; it can be used to purchase special "premium" cow designs, and the ability to skip the six-hour time limit that must be waited before the cow can be clicked again. History Creation and development At the 2010 Game Developers Conference, Zynga's game FarmVille was awarded the "Best New Social/Online Game" at its Game Developers Choice Awards. Ian Bogost (who was also in attendance) was critical of Zynga's success, as he felt that its business model was focused on convincing users to pay money to progress