I confess to never hearing of FarmVille and Mafia Wars until I read this Fortune piece about another company that is making money in social networking:
Once hooked, Pincus says, players spend real money on virtual goods to help them advance to higher levels — thereby enriching Zynga. And although playing requires only short spurts of time, the game never ends, as Zynga's designers keep adding levels so that players come back for more.
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