Further to Scoreloop's announcement of its support for Samsung's bada OS, we caught up with CEO Marc Gumpinger to find why and how the cross platform social platform was expanding.

"Mobile games are increasingly fragmented and that's the reason why we're supporting bada," Gumpinger explains. "Every additional platform we support eases the problem."

As well as building out its social graph, which also covers iOS and Android, he says bada is also important for developers for commercial reasons.

"Developers now realise bringing their hit games from iPhone to new platforms is more viable than trying to come up with new hits," he points out.

Apps on the TV

Scoreloop's Samsung deal extends beyond mobile too.

"The other great thing about supporting Samsung is that as well as smartphones, it provides us with an in for apps on TV," Gumpinger says. "We want to expand into the livingroom."

Throw in the emerging tablet market, and it's clear the fragmentation that game developers are currently dealing with is only going to get more complex.

"We're looking to deal with the fragmentation that will come with tablets," Gumpinger states. "It's particularly interesting because we think this market will be attractive to an audience that plays games but doesn't think of itself as gamers.

"Our goal is to take care of social fragmentation for developers across all the platforms they're releasing games on."

Valuations are hot

And taking a more strategic view - and one now influenced by rumours of the $400 million valuation on Scoreloop rival ngmoco - Gumpinger says the ability to build out a social gaming platform across mobile and beyond is catching the attention of big players.

"Corporates such as carriers and OEMs are very active around community technologies because they want to associate themselves with games," he says.

"Carriers want to be more relevant to their audience and our white label solution is really attractive for them.

"Gaming enables these companies to differentiate themselves. We're their ideal partner to extend their brands and drive demand."