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Private Joe is really a solid game. Excellent work! Would you mind sharing some basic usage stats? Have adding the elements you list been worth the effort? The reason I am asking is that I created a HTML5 a couple of months ago (http://www.thearca.de/gardenmadness/), and I have been pondering whether it is worth the effort to create a FB version or not.

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at this early stage, the facebook version doesn't have many users

Private Joe's core audience is male, 18-24. I really can't tell if adding a leaderboard/store/gifting system has helped the game. All I can do is to make sure i have those systems in place, so I can at least compete with the big guys.

in a way, it's similar to an arms race - if the other guy has it, you got to have it too.

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