Why social gaming is a serious business

Marketers can’t afford to dismiss social gaming out of hand, argues Reuben Steiger. Programs such as Farmville may seem trivial, but they’re valuable marketing tools, not just because of their huge user base but also because of the game mechanics that drive their popularity. The positive-feedback loops familiar to gamers can also be used by marketers to spark the impulse to buy and keep shoppers coming back for more, Steiger writes.  Advertising Age (tiered subscription model)


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