For Zynga, recruiting players for its games is just the first step because their games can be played for free. Zynga generally makes money when it can persuade those players to pony up actual dollars, or in this case Chinese yuan, to get special virtual items or to advance more quickly in the games. In the U.S., the percentage of players who pay for social games ranges from 2% to 4%, according to Parks Associates, a market research firm.

From the article, "CityVille's new neighborhood: China"

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