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Staff members promote at a booth for social networking service Gree Inc. at the Tokyo Game Show in Chiba, east of Tokyo, Thursday, Sept. 15, 2011. A startup little known outside Japan that offers games for cellphones is emerging as the new star at this year's Tokyo video game exhibition, usually dominated by big-name console makers like Sony and Microsoft. Gree, that began just seven years ago in the founder's living room, had its first booth ever at the sprawling Tokyo Game Show, which previewed to media Thursday ahead of its opening to the public later this week. (AP Photo/Koji Sasahara)

2011 Tokyo Game Show

Social games played on smartphones are hogging the attention at this year's Tokyo video-game exhibition, boasting new ways of making money by selling "virtual" goodies, not the usual expensive machines and software packages. (AP)