Facebook and some game developers released information touting how integration with the social network results in better player retention and more paying customers. Storm8 CEO Perry Tam says features such as the leaderboard and gifting give Facebook an edge and "creates a stronger network effect and connection to the game and among gamers, which results in higher retention." Francois Daoud, vice president of marketing for Ludia, says, "We can assume that lifetime value of a Facebook-connected install is at least double the value of guest-connected players over time."

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