We talk a lot about the importance of social media to boost brand awareness, but more than a dozen companies have banded together to make better use of the growing phenomenon. The program, Points for Pakistan, targets more than 200 million active monthly users of social games and social media sites.

Companies such as IMVU, RockYou, Playspan, Playdom, NHN USA/ijji, KlickNation, Nvinium Games, Roiworld, 101 Apps, Blue Frog Gaming, and Fish Wrangler will get a chance to participate. But what is the appeal to gamers? And why should companies pay attention to the response?