SOURCE: Social Gaming Network

September 16, 2008 08:00 ET

Social Gaming Network Acquires (fluff)Friends, Leading Social Virtual Pet Game & Community

PALO ALTO, CA--(Marketwire - September 16, 2008) - Social Gaming Network (SGN), a leading social game company announced today that it 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 at its best. 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.

Developing innovative and engaging games is the founding principal of SGN, and creating ways to monetize these games, through advertising and virtual currency and goods exchange, is at the center of SGN's mission. Like other SGN games, (fluff)Friends has experienced massive growth. With impressive engagement rates, it has become one of the most popular social games on Facebook. The ability to monetize (fluff)Friends through the exchange of virtual currency and goods has made it a social gaming success story -- and a perfect fit with SGN's family of games.

SGN sees the value and reception the game has with Facebook users and continues rolling out advanced features, like "fluff" banks and a Pirate Treasure Hunt contest, on a frequent basis. SGN plans on leveraging and growing the dedicated community that (fluff)Friends is best known for.


Shervin Pishevar, SGN CEO

"We are thrilled to welcome (fluff)Friends into the SGN family. SGN believes in the (fluff)friends community and we are thrilled in investing in building (fluff)friends. This acquisition will help us continue to provide a unique social gaming experience for our Facebook users, as well as enhance our monetization capabilities across the network."

Mike Sego, (fluff)Friends Founder

"We're looking forward to joining forces with SGN to make (fluff)Friends a much greater gaming experience for our users. The SGN team is very creative and focused on building great games and great user experience, which is why we know (fluff)Friends together with SGN will be a powerful combination."

Last month SGN announced investment by Bezos Expeditions and in May 2008 SGN announced a $15 million Series A round lead by Greylock Partners and Founders Fund.

About (fluff)Friends:

(fluff)Friends is a top-ranked Facebook application launched in 2007 by Mike Sego, an engineer at Google Inc. With (fluff)Friends, users can adopt a lovable pet, which is displayed on their Facebook profile. (fluff)Friends can be given names, personalities, and a customizable habitat. Pet owners and their friends can pet, feed, or visit the pet's own (fluff)Book profile and leave messages on their (fluff)Wall.

About SGN:

Social Gaming Network (SGN) is a leading social game development company. SGN games transcend traditional game play by giving players a highly personalized, engaging, competitive, and portable user experience. Since its inception, SGN's games have attracted over 1 billion page views, 54 million installs and nearly 1.1 million daily active users across Facebook, Bebo, hi5, and MySpace. Popular titles include Warbook, FightClub, StreetRace, Jetman, and Free Gifts. Headquartered in Palo Alto, CA, SGN is funded by Bezos Expeditions, Columbia Capital, Founders Fund, Greylock Partners and Novak Biddle Venture Partners. For a complete list of available titles, developer and publisher information, please visit


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