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Zynga the creator of Farmville has picked up on this idea and make it better. When you pay a visit to your farm, the first display you see isn’t a picture of your farm, but a list of gifts that you may present your friends. In most of the other games, this screen would state “invite your friends to try out this specific game,  quite a thinly-veiled way to get you to spam your mates. Zynga turns this around by asking you to send these people a gift.

Gifting is undoubtedly brilliant since it evokes a traditional anthropological need that is popular to almost all cultures: the need for reciprocity. If a person gives you a gift, you have to reciprocate. It may be writing a thank you card, or getting your round of beers in, or sponsoring a bottle of wine to a dinner party. Across all cultures, there should be an “exchange of gifts.

Therefore if someone sends me sufficient Farmville gifts, I’ll really feel honour-bound to give them one back again.

You can read more about the Farmville Game and Farmville Secrets here.

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