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Social gaming is about to become very big in Japan: On July 29 Softbank announced that it was teaming up with American game maker Zynga in a bid to promote the format in Asia. Zynga Japan will be developing games similar to Farmville to appeal to the Asian market. They’ll be competing with locally made products that have already been coming out on the Japanese cell-phone market. These include games such as Naishoku, which re-creates the “fun” of manual labor with production-line tasks such as putting heads onto countless plastic frogs. If this trend takes off commuter trains could soon be filled with people relaxing after a hard day’s work by completing mindless tasks on their cell phones and posting the results to their network of friends.

But it’s not all drudgery on the social gaming front. Tonchidot, makers of augmented reality application Sekai Camera, have announced the upcoming release of a social augmented reality game that will have players not only communicating via the Web but also meeting up for drinks to discuss the game. Sekai Yuusha (World Hero) has been dubbed an ARPG, combining elements of Augmented Reality and Role Playing Games. Once players chose from a range of three possible character types – warrior, magician or monk – they can begin their quest by roaming the real world in search of monsters to battle and riddles to solve, collecting treasure and medals along the way.

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