Game design and social networks are merging into one of the most persuasive forces on the net.
That assertion was made by a string of speakers at the Web 2.0 Expo in San Francisco.
"Social networking is a game in and of itself," explained Jennifer Pahlka, co-chair of the conference.
She highlighted networks such as Facebook and LinkedIn that make public the number of friends a person has, posts how well a user does on certain applications and displays what level they are at.
"There are all these game dynamics built into the social web," said Ms Pahlka.
"So the idea that there is a game market here and a web market here isn't true. The two are influencing each other."
Perhaps the greatest effect of that interplay can be seen in the rise and rise of the social gamer.
Recent figures by research firm Park Associates estimates that 34% of US adult internet users play online games weekly.
The moment you make the gaming more personal and meaningful, the better the experience for the user
Guy Ben-Artzi
Those figures present opportunities to developers and social networking sites alike.
For example MySpace has just announced the public launch of its "applications gallery" at Web 2.0. Central to those applications will be games.
Steve Pearman of the firm told BBC News: "This will take what you can do inside a social network to a new level. If you can provide something cool for my users I will be happy."
Meaningful play
One duo who believe they have a cool application that will appeal to the growing social gaming community are Galia and Guy Ben-Artzi.
The Ben-Artzi's are a brother and sister behind a start up called Mytopia, which they describe as a social gaming community where everyone can play together.
It offers everything from chess to Sudoku and hearts to poker which you can play directly from their site or via Facebook, MySpace, Hi5 and Bebo.
Lyle Fong
By applying these gaming principles it helps build these thriving successful communities
Lyle Fong
"Social networks offer a revolutionary way for people to play with friends and communities that have meaningful value to them in their real life," said Guy Ben-Artzi, who confesses he used to be a gamer who would do anything to win.
"The moment you make the gaming more personal and meaningful, the better the experience for the user," he added.
"The ability to play with the people I care about and connect with them is what is appealing to me," explained Galia, who is a fan of Suduko and plays online with her mother.
"Logging in and playing with strangers was exciting when the internet was new but the modern web is personal and social and it is clear that the internet is being used for social purposes to connect people rather than isolate them."
Gaming principles
One hardcore gamer said the shift to social gaming was inevitable as Web 2.0 flourished.
Lyle Fong and his brother Denis, who once won a Ferrari in a gaming competition, were serious players who also set up Gamers.com as an online community for like-minded people.
He is now the CEO of Lithium Technologies, which makes software for companies such as Dell, AT&T, Sony PlayStation and Nokia using gaming principles.
"We build up these reputation systems with levels and rankings just as you would if it was a game and by applying these gaming principles it helps build these thriving successful communities."
As he eschews his hardcore background, Mr Fong admits that social gaming is here to stay and will only continue to grow for obvious reasons.
"If you look at these sites like Facebook and LinkedIn you can post notes and chat and swap photos but that's not very engaging. Social gaming makes it fun and that's really very neat."
By Maggie Shiels
Technology reporter, BBC News, San Francisco
COME JOIN THE FUN
http://www.uvmeskillplayer.com
Where do you see yourself in five years? Start planting some seeds now.
halloween
1 week agohope you and the girls are doing great ... havent heard frm you in awhile you busy body .. as long as yre good . Brock and i are well so
are the rest of the gang in Brissy . Tai stayed with us for abit and is now happily back with Lepa . Dad s pick up was damaged when a electric pole fell on it . Dad had it parked outside tuasivi while visiting
Uncle onofia who passed away last week if you haven't heard .. may he rest in peace ... the electricity company in samoa has provided dad with a car until the pick up is fixed . Dad is unharmed and enjoying driving around samoa with air conditioning . I have 5 to 6wks to go
so if we dont catch up in the mean time i will ring you christmas or babys birth which ever one comes first hugs and kisses to everyone
and stay safe tis season loving ya always ... chrissy xoxoxoxo
Wooohooo...Go Obama!!
1 week agoHow are ya my bro..and the family ofcourse. Miss you, We're both still here in Japan and we still aint hooked up...Whats up with that man?!
I reckon we should make a plan and get the two families together sometime soon...what you say?!
Mwhah
Hey John, good to hear from you. Glad to hear the girls are well - I bet Aisha is growing up way too quickly huh? Must be that time - you know, time to update Aisha's album on bebo! I can only imagine how much she's grown. Well nothing to report from this end, still working and like you, not spending much time on bebo these days. Don't suppose you managed to watch the upset of the year?! Go the Kiwi's! Heidi and I will soon be planning our trip for next year. We'd still like to come to Japan, but who knows how much our money will be worth in a few months time. Being in the middle of a recession is no fun and people are being laid off left, right and centre, so at the moment we're just thankful to still have jobs and hopefully we'll be able to save some serious cash and head your way - will keep you posted. Keep in touch. Big hug and kiss for Aisha and hopefully we'll see you soon. Love to Kaori.
1 week agoLuv
Lis
-xx-
heres our obihiro alofas for u three..but for us were counting down number 2 and then it will be a family of four!
1 week agoalofas from us eh!
all good here too..lol
2 weeks agoHi Jonny, Its me Taputu, you still remember me or not, I''m your mums sister. Ia oa mai oe ma le toalua ma le pepe, ia we all fine . say hello to your wife and baby. Catch you later.
3 weeks agolove from
taputu and the kids.
same crap brother! started me a new business buying and selling used poker machines, need to get a web sight up soon. Change of plan with the shift to australia. I could'nt see myself living with Tamera bro. hows your beautiful girls, I'm sure she is getting bigger.
3 weeks agoHave'nt heard from mike bro lol
you coming home soon?
How did you do that mind control trick Johnny?
3 weeks agoLong tym no talk LOL
3 weeks agoBut glad u stop by mah dear braddah...howz ur lil family doing???...
Gee baby must be grown huh???...giv her a kiss frm her aunty liyah...
Keep in touch u snob
Luv yah...
Muahz...xx00xx
3 weeks agohey hey
long time alright! whats been happening? Nothing much here, been to Oz and back to finish up with the wedding lans but thats bout it
hope you and the fams is well
Hey spunky,,
4 weeks agoLong time no BEBO you busy guy you - you having Bebo with-drawls ?? Ha ha. How's you and your beautiful family ?? Hope all is good and that your not over working your self. Just in to drop off a little something something.
I hope this message finds you and yours safe and well.
Hey huni! yup I know exactly wot u mean jst soo beze its that time of year ain't it? how is your beautiful family? have you brought them back hme to nzd? u shd soon!
4 weeks agoOk keep in touch
much luv my friend
Hey dad...
hopefulli one day to meet you
4 weeks agohowz japan? much happening there.
i just wanted to say that i just turned 16 on september 08th older nd older as it is
thinking of you always much love xox
hey jst wanted 2 say hi...lolz...mwahz...everyone sends dea love especially mum and dad.tayk cre and sae hi 2 ur famly.
4 weeks agomuj love
hey you still alive .. me good dad sends his love .. mum arriving 19th dec for my due date 9th jan .... brock and i send our love ... hugs and kisses for the girls ..... loving ya your not so skinnyanymore sister xoxox
10 weeks agoJohn.
Sileli can do anythings a ea
: tale care , alofa aku mo Aisha n your lovely wife. Ur Aunty n Uncle.
13 weeks agoHow's da family? Hope they all well, sole fai mai Uncle eke tap mai le home line, he wants to speak to you. Poo a ga mea eke faia le Playing card, i ave oe le jail
Ha ha ha, magaia lau new business
whats new bro?
14 weeks agoHi John;
: check my page some old photo of you, and your maso he he 
:How is the family, hope you are all weel... take care...
14 weeks agoJust say hi to you all, things are good here..
ur aunty n uncle ... love you all...
HI UNCLE, HOW ARE YOUS JUST POPPING IN TO SAY HELLO SEND MY LOVE TO AISHA AND KAORI...LOVE YOUS
16 weeks agoX
Miss all 3 of you....
17 weeks agoMUWAHZ!!!!