Like Monopoly, MyTown lets players purchase, upgrade and collect rent on virtual properties that mirror the real-life locations.

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You've probably already guessed that there's some pretty tight integration with Mountain View's other virtual properties, including Calendar, which means that sending your friends or coworkers a "save the date" to brunch or brainstorming no longer requires clunky email, or a phone call.

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Demand for these virtual goods depends on their cost, properties and availability, exactly as in the real world, says Mr Joffe.

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And (speaking of real estate) which sort of ad is more likely to sell a house nowadays: the newspaper's truncated description with a single, low-resolution thumbnail, or a virtual tour with live mapping services and geographical and geopolitical information with feature comparisons to other properties available?

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