SoPlay is a new research initiative currently looking for more industry partners to join the consortium. Carried out by Games Research Lab in the University of Tampere, SoPlay will analyse and identify the criteria for successful social playability (an element that is apparent in the design of succesful social games, as well as in social media services such as Flickr or Facebook). SoPlay will build models of directions where playability and social media will evolve in the future, and use the results from research to develop design guidelines and evaluation criteria that are useful for both industry and the scientific community. For more information, contact professor Frans Mäyrä, frans.mayra@uta.fi / 050 336 7650 / www.uta.fi/hyper .