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Real money gambling will not save Zynga, Jeff John Roberts GigaOm

Real money gambling will not save Zynga, Jeff John Roberts GigaOm | Poker & eGaming News | Scoop.it

Zynga is screwed and its share price shows it.  The game maker’s shtick of selling virtual hay for virtual horses is looking more like an internet fad rather than a viable business model. Meanwhile, Zynga’s recent games have been a flop and its longtime ally, Facebook, is looking for new partners.

 

According to Chris Griffin, CEO of gambling hub Betable, the winners and losers in the internet gambling market are being determined very quickly and Zynga will be hard-pressed to catch up. Griffin points to the mobile launch this week of Big Fish Casino — a game that lets people gamble on their iPhone in places like the U.K. The presence of these rivals mean there could be little left for Zynga.

 

“Big Fish has a six to nine month head start on Zynga … It’s a false notion that gambling will save them because the valuable players are already locked up and there is loyalty there,” says Griffin, who adds that the current population of Zynga users are unlikely to become overnight gambling fiends.

 

The bottom line is that gambling may be a huge potential revenue stream but that doesn’t mean any of it will go to Zynga.

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Why Zynga's real-money gaming opportunity is small, Seeking Alpha

Why Zynga's real-money gaming opportunity is small, Seeking Alpha | Poker & eGaming News | Scoop.it

One of the blue-sky opportunities that Zynga is exploring is to begin offering real money games in addition to its play money games. Essentially, the firm could take some of its existing games like poker, slots, bingo, and/or blackjack and give the user the opportunity to wager real money for real payouts-basically an online casino. As online gambling is already legal in parts of Europe, you can expect that area to be the first geography the firm focuses on. And while online gambling is currently illegal in the US, there has been some discussion of legalizing it (at least on a state-by-state basis).

 

There is a fair amount of risk that comes with entering a highly regulated business. In highly regulated businesses, there is a dramatically higher likelihood that the firm could be fined significant amounts of money or face civil and criminal charges for any violations. While partnering with established players in this business could mitigate some of this risk, a partnership will also decrease the size of the opportunity. Additionally, there is also the risk of an image problem. Gambling firms are seen as aiding a vice and if this reflects poorly on Zynga it may hurt their existing business. None of these risks are insurmountable, but should be considered carefully.

 

Bottom-Line: The non-US real money gaming opportunity is likely smaller than many people realize and the US gaming opportunity,while potentially large, far from a slam dunk.

 

Other sources:

http://www.gambling911.com/businessfinancial/facebook-hits-new-low-ipo-lock-ends-081612.html

http://www.gambling911.com/businessfinancial/zynga-adds-real-money-gambling-spends-75k-lobbying-efforts-081612.html

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Vasileios Volikakis's curator insight, May 9, 2013 10:03 PM

The questions then become how big are these markets, how difficult are they to enter, and what percentage market share can Zynga realistically hope to take. To answer the first question, H2 Gambling Capital estimates that the online poker gaming market (excluding the US) was €2.9b in 2011 and H2 estimates that this market will grow at a 6% CAGR rate through 2015 (€3.6b). To answer the second question on difficulty of enter these markets, we need to examine the regulatory environment. The regulatory environment across Europe is very fragmented with each country having its own regulation and restrictions.

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Social gaming is transitioning from Facebook to AppStore and GooglePlay, Bloomberg

Social gaming is transitioning from Facebook to AppStore and GooglePlay, Bloomberg | Poker & eGaming News | Scoop.it

CrowdStar has proclaimed mobile as the new driving force behind the social gaming scene, with CEO Peter Relan stating that the "writing is on the wall" for Facebook's hand in the market.

The social network Facebook remains unable to get to grips with users transitioning to its mobile version, leaving studios that depend on the original web edition high and dry. "Facebook's biggest challenge this year has been figuring out the transition to mobile - they're seeing users flock from Facebook.com to its mobile app," said Relan.

"There is the obvious advertising problem on mobile. However, there's also a huge technological problem which is: games cannot be embedded in Facebook's mobile app. "As a result, Apple and Google are stepping in and driving the revenues of mobile games on the App Store and Google Marketplace."

As a result, Relan said 'irrational investor panic' is the main cause behind a 70 percent drop in Zynga's stock, with those with cash to invest looking to cut ties with developers too reliant on Facebook.

Indeed, CrowdStar dropped all development on games for Facebook.com in favour of a focus on smartphones back in April, though the company is still utilising the recently launched App Center for mobile.

 

Other sources:

http://www.pocketgamer.biz/r/PG.Biz/CrowdStar+news/news.asp?c=43526

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41% of US/UK population play social games, PopCap/InfoSolutionsGroup

- Significantly more people in both the US and UK are playing social games now compared to January 2010 (41% vs. 24%).
- The number of Avid social game players (those who play at least six hours a week) more than doubled from 7% to 15%.
- Desktop and laptop computers continue to be the primary device used when playing social games but use of game consoles and handheld devices (mobile phones and tablets) is increasing. - The number of social gamers who purchased virtual currency with real-world money increased sharply compared to January 2010 (26% vs. 14%). This equates to a 86% increase and 31 million people. - More people between the ages of 18 – 29 are playing social games and, as a result, the average age of a social game player has declined from 43 to 39 years. - Ads promoting games on social networking sites and word of mouth (recommendation from friend, relative, colleague or receipt of an alert from an online friend) continue to be primary ways Internet users hear about new social games.
- The average number of social games played increased, with current social gamers playing an average of 7.8 different social games compared to 6.1 in January 2010. Avid social gamers have played an average of 11.4 social games.
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Cross-platform players generates 25% more revenues, GameDuell

Cross-platform players generates 25% more revenues, GameDuell | Poker & eGaming News | Scoop.it
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Zynga CEO bets on mobile gaming, VentureBeat

GamesBeat lead writer Dean Takahashi interviews Mark Pincus, CEO of social gaming firm Zynga, about crossing over from social games to mobile.

 

“We found on Facebook that games can get viral and pass through a lot of people,” Pincus said. “Really, on mobile, games spread through word of mouth. It happens in pools and hotels and airplanes. It doesn’t happen online. I’m excited about when it can happen online, and it can happen at a much faster rate.”

 

Pincus said his company goes head-to-head against rivals in existing game genres by making experiences more social and modifying them to suit consumer tastes after they ship. He says the result is usually an expansion of a game genre to many more consumers than what previously existed in the category. That effect, he says, is a blue-ocean strategy, not a red-ocean strategy (market-share battle).

 

The opportunity of real-money gaming is exciting, listen more at 22:40.

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Zynga battles to dominate the red ocean, not the blue, Dean Takahashi at VentureBeat

Zynga battles to dominate the red ocean, not the blue, Dean Takahashi at VentureBeat | Poker & eGaming News | Scoop.it

Zynga might roll right over its competitors in those categories because it’s the big kahuna of social games. It’s a perfectly good strategy for a market leader, and it’s worked for Zynga before.

 

Zynga showed only its “red ocean” strategy, not a “blue ocean strategy.” Zynga is charging head-on at its rivals, fighting for market share with the sharks as they go after the meat (in this case, Facebook players) in the bloody red ocean. The concept here was chronicled in 2005 in the book “Blue Ocean Strategy” by W. Chan Kim and Renée Mauborgne. In a red ocean battle, the market share is fixed, and competitors fight each other for it in a zero-sum game. But in the blue ocean, where there are no competitors, a company can be successful by expanding the size of the market.

 

Just about every title that Zynga announced was in direct competition with a rival. The Ville, introduced by game designer Mark Skaggs above, is squarely aimed at taking players away from Electronic Arts’ The Sims Social. By the same token, EA’s own SimCity Social is aimed at Zynga’s CityVille. That’s a red ocean fight. With bubble shooter titles such as Bubble Safari and Ruby Blast, Zynga is going after rival King.com, which has soared in popularity in the last year with games that have short, one-minute gameplay times, much like arcade titles. And with its Matching with Friends game, Zynga is going after Wooga’s Diamond Dash and PopCap’s Bejeweled Blitz.

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Zynga’s Unleashed event June 26, Dean Takahashi at Venture Beat

Zynga’s Unleashed event June 26, Dean Takahashi at Venture Beat | Poker & eGaming News | Scoop.it

Zynga’s investors are eagerly awaiting the company’s Zynga Unleashed press event today at the social-game giant’s San Francisco headquarters.

 

As the darling of Facebook gaming, Zynga raised $1 billion at $9 billion valuation in December with its initial public offering. Since that time, the company’s stock rose from $10 a share to $14.69, only to plummet to around $6 a share yesterday.

 

The stock rose to its peak in March on rumors that the legalization of online gambling — should it ever happen across the U.S. — could benefit Zynga, which has the world’s largest online poker game (Zynga Poker) and has been investing in social casino games this year. Zynga is still dependent on Facebook for more than 90 percent of its revenues.

 

Zynga’s fundamentals, reflected in its 253 million monthly active users, have been pretty consistent in the past six months. It still has five times more users than its next closest competitor on Facebook. Zynga’s games still account for eight of the top 10 games in terms of monetization on the social network.

 

Zynga has nearly 3,000 employees, with more than 150 seasoned game designers. Zynga’s new Bubble Safari puzzle game has become the largest social game in daily active users. Zynga’s new slots game is now one of the top-grossing games on iOS (Apple’s iPod, iPad, and iPhone platforms). 

 

Zynga has also begun recruiting a number of game developers for its Zynga.com platform, which exists on the web outside of Facebook. Zynga’s growth opportunity lies in advertising revenue, which is well under 10 percent of the company’s business. Mostly, Zynga makes money through virtual goods sales, but new advertising initiatives may change that.

 

http://venturebeat.com/2012/06/26/zyngas-big-unleashed-event-strikes-out-with-investors/

 

During the event, Zynga unveiled new games including The Ville, ChefVille, Zynga Elite Slots, Ruby Blast for mobile, and Matching with Friends on iOS. It also described new features such as synchronous multiplayer play for its Zynga with Friends Network. And it offered a glimpse of FarmVille 2. Some observers dismissed these titles as derivative and unoriginal.

 

Beyond its own games, Zynga described games it will publish for other developers. It unveiled the Zynga applications programming interface (API) for speedy and more efficient third-party games, and it talked about four new third-party developers on its Zynga Partners platform, including 50 Cubes, Majesco, and Portalarium.

 

Other sources:

http://www.pocketgamer.biz/r/PG.Biz/Zynga+news/news.asp?c=42444

http://venturebeat.com/2012/06/26/zynga-rolls-out-new-games-for-casino-arcade-and-mobile-are-they-clones/

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Facebook adds subscription and ditches Facebook Credit monopoly, Jon Jordan at PocketGamer

Alongside the recent integration deal with Apple's iOS 6, Facebook is letting publishers roll out monthly subscriptions and Facebook is retreating from demands that publishers and developers charge users using its Facebook Credits currency.

 

Developers are hereby allowed to exchange real world currency for whatever in-game currency of gems, gold coins or warbucks etc that content companies want to funnel their users' dollars, euros, yen and pounds into. Facebook is now aligned with other platforms such as Apple's App Store and Google's Play marketplace.

 

Other sources:

http://www.gambling911.com/businessfinancial/facebook-allow-app-developers-charge-subscriptions-061912.html

http://www.socialmediation.com/facebook-cuts-out-the-middle-man-no-more-facebook-credits/

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Station Casinos launching free online gaming site, Ron Sylvester at LasVegasSun

Station Casinos launching free online gaming site, Ron Sylvester at LasVegasSun | Poker & eGaming News | Scoop.it

The owners behind Station Casinos, Fertitta Interactive, in Las Vegas are launching a free online gaming site on Friday June 22, beginning with a Facebook poker game the developer calls the most authentic experience in cyberspace. The play-money offering will be used to promote real-money gaming when it becomes legal.

 

UFC fights have the potential to reach 1 billion homes in 148 countries, with a predominantly male audience that is also drawn to online gaming. It is almost the same demographic as online poker.

 

UFC has a community of 8 million on Facebook and 2.4 million Twitter followers. Ultimate Gaming plans to launch a mobile application later this year. All the games are being developed by CyberArts, a company Fertitta Interactive bought last year.

 

Other sources:

http://www.gaming-awards.com/NEWS/archives/10775

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Rocketfrog Launches Poker with Prizes on Facebook, Jocelyn Wood at Pokerfuse

Rocketfrog Launches Poker with Prizes on Facebook, Jocelyn Wood at Pokerfuse | Poker & eGaming News | Scoop.it

RocketFrog has launched a poker and casino application on Facebook that awards real prizes. Advertisers sponsor poker tournaments and put up rewards such as gift cards to create a prize pool. There is no entry fee to play: all tournaments are free.

 

The site appeals to players “who could not fathom the idea of playing for nothing, but are ecstatic about the opportunity to play for gift cards from top brands, new albums from their favorite artists or a ticket to the movies.

 

The poker has very poor liquidity, it takes 20 minutes to get seated.

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myVegas social casino games launches with partner MGM, Dean Takahashi VentureBeat

myVegas social casino games launches with partner MGM, Dean Takahashi VentureBeat | Poker & eGaming News | Scoop.it

Social casino game startups are the cliché of 2012. Everybody is either starting a new company in this hot market — on the bet that the U.S. will allow online gambling sites again — or spending a lot of money acquiring casino game startups.

But Playstudios believes it is different because it is a blend of Silicon Valley and Las Vegas. They’ve signed up MGM Resorts International, which owns 80 percent of the casino properties on the Las Vegas Strip, as their marketing partner.

 

The myVegas app on Facebook is a social gaming destination, where players can come to enjoy games such as Blackjack or slot machines. You can earn virtual currency by playing the games and earn real rewards such as trips to real-world casinos. Then you can build out your own fantasy version of the Las Vegas Strip in a kind of meta-game.

 

Other sources:

http://www.recentpoker.com/news/mgm-social-gaming-7019.html

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888 in talks with Facebook regarding real money online poker, Aaron Goldstein 911Gambling

888 in talks with Facebook regarding real money online poker, Aaron Goldstein 911Gambling | Poker & eGaming News | Scoop.it

888 Poker has begun talking with Facebook, the social media giant, to bring “real money” online poker to jurisdictions where such activity is permitted, a la Great Britain, according to a report on eGaming Review.

 

Facebook earlier in the month launched its first “real money” online gaming venture in the form of what looked like a kid’s bingo site. Bingo & Slots Friendzy, developed by Gamesys, is only available to those living within the United Kingdom at this time.

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Vasileios Volikakis's curator insight, May 7, 2013 7:02 AM

888 Poker is currently ranked as the 4th most trafficked Web cardroom in the world

Facebook earlier in the month launched its first “real money” online gaming venture in the form of what looked like a kid’s bingo site.  Bingo & Slots Friendzy, developed by Gamesys, is only available to those living within the United Kingdom at this time

Mathaios Tsoukaris's comment, May 7, 2013 7:06 AM
Go on Bill!
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Stock tanking as Zynga misses already low expectations, Tricia Duryee at AllThings

Stock tanking as Zynga misses already low expectations, Tricia Duryee at AllThings | Poker & eGaming News | Scoop.it

Mark Pincus cites some good things that have happened:

- Zynga is now reaching 300 million monthly users.

- The company’s mobile footprint is now reaching 33 million daily active users, a five-fold increase, to make Zynga the largest mobile game network.

 

He said three factors led to a disappointing quarter:

- Declines in engagement and bookings due in part to changes Facebook made to its network, which favored new games.

- The Ville launched late in the quarter.

- Draw Something, which they acquired for $210 million, is not meeting expectations and suffered a dramatic decrease in daily active users. 

 

Other sources:

http://www.statista.com/topics/868/video-games/chart/502/zynga-s-monetization-problem/

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Zynga to launch cash gambling by H1 2013 - reports massive loss, GamingIntelligence

Social gaming giant Zynga will launch real money gaming in regulated international markets by the first half of 2013 CEO Mark Pincus said yesterday, after the company reported a $22.8m loss in second quarter results.

 

Zynga has online gambling games “under development” and plans to launch them in international markets by the first half of 2013, subject to the company being awarded licences, CEO Mark Pincus announced yesterday.

 

Q2 and H1 Results

US Dollars (US$) H1 2011 H1 2012
Online Game Revenue 493.9m 584.3m
Advertising Revenue 28.2m 69.1m
Total Revenue 522.0m 653.5m
Cost and Expenses 472.8m 777.5m
Income/(Loss) from Operations 49.2m (124.0m)
Net Income/(Loss) 18.1m (108.2m)

 

Other sources: 

http://pokerupdate.com/news/business-and-finance/zynga-real-money-gaming-plans-to-progress-despite-disastrous-earnings-report/

http://venturebeat.com/2012/07/25/zynga-to-launch-real-money-gambling-online-games-in-2013/

http://pokerfuse.com/news/media-and-software/zynga-to-launch-gambling-products-in-2013/

http://mashable.com/2012/07/25/zynga-q2-earnings/

http://techcrunch.com/2012/07/25/zynga-gambling-2013/

http://www.gamblingcompliance.com/node/49645

http://www.sfgate.com/business/bloomberg/article/Zynga-Misses-Estimates-as-Users-Flee-Social-Games-3735250.php

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B2B social gaming nearly non-existent, Gaming Intelligence

Nyx, with its NextGen Gaming studio, and Cozy Games are two of a very select group of B2B suppliers to have made any impact at all on the facebook gaming environment. If you look at the bare statistics, that impact looks limited compared to the likes of Zynga, Double Down Interactive and Playtika but Davey has been won over, as has his counterpart at Cozy, Sree Vanga.

 

Thus far neither Cozy or NextGen has persuaded a real money operator to dive in. Wheeler and Johnson believe they will although there is some consternation from operators mulling how best to approach it. Some believe they need the killer app before entering while others believe they can launch with something more generic while they learn about how to exploit the facebook platform. Others would just prefer it to go away.

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Who, why, when, where and what is purchased within social gaming, Arkadium

The items Facebook gamers are likely to purchase, the genre of games that are most likely to monetize, and a greater understanding of the profile of the monetizing social gamer. 

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King CEO switches towards social gaming from tournament skill games, VentureBeat

Dan "Shoe" Hsu, editor in chief of GamesBeat, interviews King.com CEO Riccardo Zacconi.

 

King.com has made a big transition in the past year, shifting from casual tournament games on the web to offering social games on Facebook.

 

In less than a year, King.com became the No. 2 game company on Facebook with more than 52 million monthly active users, according to AppData. Riccardo Zacconi, chief executive of King.com, says the company credits its rise to the popularity of arcade-like casual games (like Bubble Witch, pictured above) on the popular social network, which was previously dominated by Zynga’s “simulation” games.

 

Rather than go head-to-head against Zynga, Zacconi said the company went for the “blue ocean” of the arcade-like, tournament-style games that were fresh territory on Facebook. The strategy is working, with 3 billion King.com games being played a month.

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Mobile strategy key to exceed billion gamers, David Ko at Zynga

Mobile strategy key to exceed billion gamers, David Ko at Zynga | Poker & eGaming News | Scoop.it

Mark Pincus wants Zynga to reach a billion players. Facebook has been good to Zynga over the past five years, but the social network is not going to give it that many users. To get there, he’s counting on David Ko, the social gaming company’s chief mobile officer.

 

"If you look at the combined network of mobile and web today on the Zynga Network, there’s about 300 million monthly users. There’s about 65 million daily active users, who we call DAUs. We’ve announced previously that there’s about 21 million on mobile, daily active users, on the average for the quarter."

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Will Zynga Make the Switch to Real Money Poker, Matt Holden Online Casino Archives

Will Zynga Make the Switch to Real Money Poker, Matt Holden Online Casino Archives | Poker & eGaming News | Scoop.it

As online gambling legislation looks set to change in America, and social gaming continues to grow in popularity, the line between gambling and gaming is set to become less and less distinct. Whatever path Zynga chooses their growth is almost guaranteed. They are certain to enter the real money gambling market sooner rather than later and it wouldn’t be surprising if within a year players are able to enjoy a real money version of Zynga poker.

 

Recent crossovers between social gaming and gambling include the purchase of Playtika by Caesar’s Entertainment and Double Down Interactive by International Game Technology. However, it is Zynga, after announcing at the beginning of the year that they are looking for partnerships in the gambling area, who really are at the forefront of the gambling-gaming crossover.

 

Mark Pincus, the CEO of Zynga, has said that the possibilities of social gambling games are “mind-blowing”. Zynga’s partnership with gambling operators Wynn could lead to an extremely powerful franchise if they manage to use Wynn’s reputation and expertise to their advantage. This may lead to the formation of another company and see Zynga sell off its “family friendly” side to Facebook.

 

Zynga Poker:

- 33.8 million active players (per month). 

- 61 million likes on Facebook. The only page with more likes? Facebook itself.
- 55 million hands daily.
- “Pays out” 16 trillion in chips daily. If each chip represents a dollar, that pays off the U.S. national debt in…less than a day, with a little more than 200 billion chips to spare.

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Real money gambling open to users on embedded Facebook fan pages, Golden Riviera Casino

Small operator Golden Riviera Casino has introduced direct access their online casino by integrating a playing platform into their Facebook Fan Page. This allows players to place real wagers without leaving Facebook. Golden Riviera Casino is powered by Microgaming.

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New tool enables easy integration of Android games into Facebook, James Nouch at PocketGamer

Monetisation specialist Flexion has announced that its latest wrapper will automate the process of preparing an application for the Facebook App Center. The wrapper will integrate native Android apps with Facebook, allowing users to connect their social networking profile, and giving developers access to Facebook's Open Graph.

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Zynga launches casino games on iOS, Facebook

Zynga launches casino games on iOS, Facebook | Poker & eGaming News | Scoop.it

Social games powerhouse Zynga has entered the increasingly competitive world of virtual slot machine gaming with the launch Friday of Zynga Slots. Zynga aims for the mobile market: the game is only launched for iOS and not on Facebook or on its Zynga website.

 

Zynga’s new slots game follows the developer’s previous launches of Zynga Bingo and Slingo, another bingo game but with slots-type features.
 

Leading social games developers have been drawn to casino-type content as virtual casino games are considered to have both higher monetization rates and player retention rates than many other genres of virtual currency gaming. Zynga Poker recently became the most popular game on Facebook when surpassing both FarmVille and CityVille.

 

Other sources: http://www.gamblingcompliance.com/node/49372

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Social Casino Gamers Spending ‘Similar’ To Gamblers, William Chambers at GamblingCompliance

The paying players of social casino games exhibit many of the same characteristics as real money gamblers, says an executive of PopCap, a social games developer owned by one of the world’s largest video games companies.

 

Customers of virtual currency casinos and traditional pay-to-play gambling sites spend money in “very similar” ways, according to Bart Barden, casino franchise director for Electronic Arts (EA)-owned social games developer PopCap.

 

Barden, who was speaking at the iGaming Supershow in Dublin last week, told delegates that PopCap — which made its name with Facebook brands including Plants vs. Zombies and Bejeweled — has found synergies developing both gambling games and social games, and cautioned against underestimating the worth of social games customers.

 

Barden said that paying social gamers can generate revenue on par with real-money gamblers.

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