"Brands" being the things that are likely to be more and more important in driving growth of social and mobile games. While de Halleux notes that early mobile game successes like Koi Pond managed to attract an audience without an established brand name, in early 2010 seven of the top 10 iPhone games were based on pre-existing brands like The Sims. De Halleux predicts that social gaming will follow this trend, and that almost all Facebook games will be recognizable brands within the next 24 months.
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