New generation of online games attracts millions

By Scott Duke Harris

Facebook has grown into a Web medium that more than 350 million people use as an extension of their authentic selves, not their alter egos. Yet in recent months the world’s biggest social networking site has been invaded by make-believe farmers, chefs and tropical fish collectors. You pretenders know who you are.

“It kind of just got me hooked,” Melanie Earhart, a 46-year-old self-employed Los Gatos resident said of “FarmVille,” the most popular game on Facebook with 69.3 million monthly users, on average, including 26.6 million who daily tend their virtual crops and maybe milk digital cows.

With Facebook and MySpace providing the wind beneath their wings, “FarmVille” maker Zynga leads a flock of online game startups that has soared as one of Silicon Valley’s success stories during the recession, attracting hefty venture capital investments and generating strong revenue from ads and the sale of “virtual goods,” even though most people play the games for free.