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The purpose of this study is to explore the appeal of social networking services (SNS) games from the perspectives of game usability and the functionality that is facilitated by the internet. Why players prefer SNS games to other types of games and what specific characteristics causes them to be addicted to continuous game play are the two critical issues to be probed.

The authors interviewed 11 experts and surveyed 321 gamers using a questionnaire to gather the data about their preferences. The authors believe that a preference‐based study can reveal the underlying reasons for the appeal of SNS games. The collected data were analysed using Quantification Theory Type I.

The semantic structure of appeal, determined from the interviews of experts, shows the hierarchy of the relationship between the types of appeal or appeal factors, the reasons for gamers’ preferences, and the specific characteristics of SNS games. According to the statistical analysis, the three most important appeal factors of SNS games are “easy and convenient”, “friendly and lively” and “social interaction”, and these are affected in varying degrees by particular reasons and characteristics.

Based on the findings, the paper hypothesises that the popularity of Facebook SNS games can be ascribed to the design of game, which targets the psychological preferences of players.

SNS games have become very popular due to some of their appealing characteristics. The findings provide important information for designers and researchers of Facebook SNS games. The study also contributes to the field of human‐computer interaction in cyberspace.

This study aims to explore the sociocultural appeal of SNS game content from the point of view of the human emotions aroused by the interaction between the players and the games.

The author's research methodology is based on Miryoku Engineering. The author interviewed 11 knowledgeable gamers by the evaluation grid method (EGM) and surveyed 321 players through a questionnaire in order to gather data about their preferences, which were then analysed using quantification theory type I.

The semantic structure of the appeal of the games was determined from interviews with knowledgeable gamers (EGM). This structure represents a hierarchy of the relationship between the types of appeal or appeal factors, the reasons for gamers’ preferences, and the specific characteristics of SNS games. According to the statistical analysis, the most important sociocultural appeal factors of SNS games are “practicable and realizable” and “innovative and unique”, and these are affected in varying degrees by particular reasons and characteristics.

The author has found that sociocultural factors influence the design of SNS games significantly. In addition, the issue of how to integrate the sociocultural factors into the design of games is critical to the success of the marketing strategies of SNS games in different areas or countries.

The author's findings provide important information for designers and researchers of SNS games. The study also contributes to the field of human‐computer interaction in cyberspace.