Breakout start-ups
SCVNGR | Location-based mobile application stars SCVNGR are trying "to build a game layer on top of the world." They made a big splash in 2010 — thanks to their venue-rewards program, in which your check-ins at places like the Middle East can get you actual stuff, not just virtual badges. In 2011, SCVNGR will go head-to-head with Foursquare, the Goliath of the location space. But SCVNGR have two huge partnership advantages: access to Google Places, and integration of Facebook's check-in system. The competition is severe, but the company is adding new features and improving compatibility as it strives to expand its user base.
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