Shen Qu, a new Web-based game, was well-received by gamers upon launch, adding to the top-line results.

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The company has recently taken its mobile Web strategy to its new MocoSpace Game Platform.

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Zynga also on Thursday announced nine new game developers, bringing its total to 24 web and mobile gaming partners.

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The new player in this game is Webcertificate.com, a Web site where the gift giving and the shopping are done online.

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The game introduces a new character from the recent "Halo" Web series, and I sometimes wondered if I was missing inside jokes from the related "Halo" books.

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And once it hits the Web, the game will take a primitive, but impressive, step into a brave new world where computers will watch and analyze your preferences and habits and reprogram themselves accordingly.

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Another business case is the newspaper industry going along with the move to free content on the web, but failing as of yet to find a way to make a profit in this new game.

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We used to talk about creating barriers to entry in business but in the new web, the barriers are clearly so absolutely minimum that cloning has emerged as a viable though distasteful part of the game.

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