Rummy goes social network

Play-for-fun application launched

RM Royal Media has launched a new online Rummy product as a fresh addition to the Rummy Network; it's a multi-lingual no-download Rummy application that offers play for virtual money alone.

This product can be embedded and operated in social networks such as Facebook, Myspace, Bebo and any other site, and is at the moment available for play at Facebook and the site.

Rummy refers to a family of social card and tiles games, and the compatibility of the platform with the online social networks is a winning combination, says a company spokesman. At the moment one can enjoy the games in 12 languages, but by the end of the month 2 more languages are scheduled to go live, and there are more to come by the end of the quarter.

Facebook's data reveals that after only one month online, the Beta version reached over 25 000 monthly active users from all over the world.

"This proved how well this model fits the Rummy games" said Shay Shevach, RM Royal Media's marketing chief. "The phenomenon of social network applications has been around and gained popularity in the past couple of years, introducing this new business model to world. The game of Poker alone has gained enormous popularity in 2009, attracting millions of users on a daily basis.

"Social networks application operators may generate revenue from several channels and the main one is the "Monetisation" tool. It is a third party service that encourages users to perform certain actions and rewards them with more game features (usually play chips), while the operators are rewarded according to their users' activity.

"We have recently implemented the powerful "Monetisation" feature, which we expect to start generating revenue in the last quarter of 2009" says Shevach.

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