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20:57 20th May 2010
Gaming has become an integral aspect of social networking, according to Tim Gibbon, the co-founder and editor of the Social Media Portal.
"Apps, games and in particular social gaming are massively important to social networks because they offer an interesting and addictive environment," he explained.
His views came amid widespread media reports that social network Facebook and game maker Zynga, maker of Farmville, Mafia Wars and a series of other popular games, are currently involved in negotiations.
The groups have entered discussions because Facebook has unveiled plans to begin taking a commission of 30 per cent on all financial transactions that are made through the social networking site, in a move that is expected to affect Zynga's business model.
According to Mr Gibbon, "steering away from the most popular social networks may not generate as much revenue if the right networks are not chosen that match the audience and the game itself".
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