Paddy Power is set to enter the market for social gaming, which has attracted millions of internet users worldwide with interactive games such as Farmville and Mafia Wars.
The bookmaker, headed by chief executive Patrick Kennedy, is eyeing up the market as a potentially lucrative new revenue stream to complement its existing offering of online games, which include a spin-off of TV show Deal or no Deal and sports-based games.
Social gaming refers to computer...
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