Social Gaming Network (SGN) has completed its acquisition of (fluff)Friends, a highly engaging Facebook application that lets users adopt virtual pets, interact with their friends’ pets and compete to earn virtual currency. Terms of the deal were not disclosed.
(fluff)Friends is a vibrant example of social gaming where users can choose from dozens of “fluff” pets to personalize and enrich their Facebook profile experience, and to play games with other (fluff)Friends on Facebook. The (fluff)Friends application leverages existing social network relationships between friends and colleagues by allowing users to pet and interact with other members’ (fluff)Friends.
(fluff)Friends features a sophisticated currency exchange system that gives “fluff” owners the ability to purchase gift items such as food and customizable habitats with virtual “munny and gold.” The user involvement and community loyalty levels are similar to those of virtual worlds and MMO games. The game is continually updated and expanded by developers who receive feedback and suggestions from players on the (fluff)Forum, which in turn is a driving reason for the success and popularity of the game. Since January 2008, there has been a 192% increase in revenue per spender, and a 143% increase in spend per transaction.
Financial details of the acquisition were not disclosed.