The name of the game right now for Facebook (s fb) is making money, and there’s no question that games will play a large part of that.

“We need to make sure we have a greater set of games for a greater set of people,” said Alex Schultz, who works on user growth at Facebook. “It’s from users to gamers to payers. So how do we optimize that funnel?”

And the company is getting better at getting gamers to pay up, focusing their efforts on quality games and social games, company representatives said in a discussion with reporters Thursday at its Menlo Park headquarters.

Schultz said the company looks at revenue models and user activity for individual games in three ways: “Hit-based” games are those like Farmville or members of a franchise, which require the constant production of new versions to stay profitable (much like the Batman movies, he said)…