Marketing relies on the ability to deliver advertising to the masses. With that said it explains why social networking sites such as Facebook, Digg and Bebo, to name but a few, have become so huge. Facebook has attracted well over 70 million users and counting. However, despite updating status, posting the occasional photographs and videos and joining topical causes, talk has begun of Facebook becoming tiresome. Enter Facebook applications.

Applications are being developed by just about everyone and anyone who can program. But which applications are attracting the users of Social Media? It doesn’t take a genius to figure out that free games are popular. So much so that companies have already set out on the quest to acquire their market share.

One of these companies is the seemingly small startup that recently launched their Beta games platform simultaneously across Facebook, Bebo and MySpace, Mytopia. In addition, as reported by Techcrunch, Mytopia also launched the same games across the major Web and rolled out desktop widgets to iGoogle Gadgets, Apple Dashboard Widgets, Yahoo Widgets and Windows Vista Toolbar Widgets. The game technology allows users from any of these sources to play online, live, against and with each other.

So, in addition to the popularity of social networks, Mytopia has also created what’s referred to in the marketing world as a ‘sticky environment’ – a place where people will return to time after time. Now, on top of the routine daily status update, there will be real enthusiasm to get back online and continue playing one of the many choices of games offered by Mytopia. That gives millions of users a reason for staying online. It also opens a huge advertising channel through the games platform, email campaigns and a potential for mobile advertising once the games platform extends to the mobile web.

Despite the fact that Mytopia has not yet introduced any of the interactive campaigns that it has planned for serving targeted, real-time ads, monetizing the user base and measuring engagement and ROI on promotions, once it does, in the opinion of AdMarkTech, Mytopia will certainly be an advertising force to be reckoned with.