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The company has been compared to a Facebook and MySpace for online game players.  Some industry analysts have observed that social networks for online games such as GuildCafe are part of a new trend in which major MMORPG products are spawning secondary industries.

Like other social networks, the service allows members to form social connections with other members, and traverse the database of member profiles by these social connections or by user-defined tag clouds. However, the member profiles are geared toward the alter-egos that people play as within online games, and supports the storage of game histories, guild/clan memberships, scores and profiles, and screenshots of game accomplishments. These features allow players to maintain social contact with each other as they grow beyond individual games, guilds or servers. The service also allows members to form groups oriented around their gaming guilds and clans, including features for event scheduling, roster management and private communication.

The site features a number of tools to help game-players learn about what aspects of games they enjoy. One example is the Bartle Test, which helps a player identify what aspects of game play they are most interested in--and then form connections with other players with similar interests.

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Zergwatch is a participant in the Amazon Associates Program, the leading selling program on the Internet, with hundreds of thousands of members.