Ali Ardalan, another media and analytics strategist who works together with Rhoads at Intel, says that the company is starting to view marketing in a new light, one in which a business can engage its customers through a game. This can be part of building a solid relationship with a customer base.

"Can we have more of a live-term experience with individuals?" he asks. "Can they play with us, if it's a social game, in an interesting way? Then, might they, over time, be comfortable reviewing some interesting content we provide them? Might they seek to attend an event with us that has a social extension? Might they share a retail shopping experience with us over time? Are they willing to participate in new programs where we're showing what people are doing with our products?"

Playing for keeps

Many people see value in social gaming. Empire Avenue might use "eaves" as its virtual currency, but the site obviously cost someone hard currency. In fact, it was a Montreal venture capitalist who saw the real-life profits to be made down the road.