Group Buying Startups Find New Avenue to Customers Through Social Games

Group buying startups, which let consumers get deals with local businesses en masse, are finding a new route to customers beyond the e-mail newsletter and prolific online advertising campaign.

They’re tapping into social games, in a marriage of two of the most lucrative revenue models to emerge off Facebook’s platform. Social gamers earn additional virtual currency by buying Groupon or LivingSocial deals while they’re playing.

“Farmville’s been called the new daytime TV,” said Terry Angelos, a co-founder and chief product officer of TrialPay.

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