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By Simon Fuller. There’s one activity brands have underutilized on the world’s biggest social network to date, and that’s Facebook branded gaming.

There’s more to women’s online activities than socializing and shopping – for one thing, adult sites have a 34% reach among female onliners around the globe (compared to 46% for males), while gambling destinations boast a close to 7% reach (7.7%), and women are more likely than men to visit sweepstakes websites, according to a comScore report, Women On The Web: How Women Are Shaping the Internet.
Girls are gamers too, albeit gentle ones.

Barclays has developed an online game. But don’t worry, it has nothing to do with waterslides. We’re talking 56 Sage Street and self-made millionaire Mr C who has mere weeks to live and is looking for a successor – our hero teenager has one chance to make it in the city…
Here’s the trailer.
Here’s the branded [...]

Cadbury New Zealand wants you to meet Freida the cow. That’s Freida Smooth Moves to you. Smooth Moves because she can really dance. Oh yes. Watch her on the AGlassAndAHalffullProductions website.
Wait, there’s more. In the form of Freida Smooth Moves dance game on Facebook where you have to prove you are as smooth as Freida by hitting those tumbling Cadbury Dairy Milk chocolote blocks. Winner gets a iPod.

USA Network and digital agency Ralph have developed an online interactive game, The Farm, to promo the TV series Covert Affairs. Players have to work alongside one of the characters from the show in her role as a spy. New challenges will be posted, enabling fans to use Facebook Connect to pull in information, share [...]

Organic food outfit Cascadian Farm has become the first official branded crop to be offered in Zynga’s hit social game FarmVille. During the week-long partnership, which kicked off 19th July, Cascadian organic blueberries will be the most profitable FarmVille crop offered in the game.
The brand has also recreated the real Cascadian Farm, located in Washington’s [...]

Discovery Communications is partnering with Hive Media to develop a social game based on Discovery Channel’s hit TV show about crab fisherman, Deadliest Catch. The new title is slated to be released in November 2010 on Facebook.
Hive’s Deadliest Catch game will allow players to experience the excitement of crab fishing, with participants acting as captains of their own boats and navigating the Bering Sea to cast and harvest pots as they aim to work their ways up the crab count leader board.

The UK has got itself a branded entertainment social gaming outfit in the shape of We R Interactive. The company is promising to combine online and mobile gaming with broadcast-style content.
“We are making a new type of entertainment,” says WRI. “In our world, players are immersed in a rich world filled with aspiration, dilemma and [...]