The online gambling industry has been slow to embrace social gaming but two companies and their suppliers are ready to challenge Zynga and co.

Until now, the world of social gaming has been run by other people - generally whizz kids based on the West Coast of America - but the CVs of Europe’s new social gaming entrepreneurs are littered with familiar online gambling brands such as Gamesys, Ladbrokes, Net Entertainment and Unibet.

During the last fortnight two London-based social games developers have launched bingo and slot games on facebook. Bejig and Plumbee are the first social games companies to spring from Europe’s traditional online gambling world.

They will be taking on the market-leading West Coast entrepreneurs at Zynga and Buffalo Studios but also land-based establishment names IGT and Caesars, which bought into the social revolution via their acquisitions of DoubleDown Interactive and Playtika.

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