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By Alexander Villafania INQUIRER.NET MANILA, Philippines -- New online game publisher Run Up Interactive Inc. is eyeing a bigger share in the casual gaming market, a sector that is seen to be the more appealing and lucrative compared to more serious games. During the launch of its first game in the Philippines, Luna Online, Run Up Operations Manager Kit Chan said the casual gaming market remains to be one of the bigger growth areas in the Philippines, with most online gamers playing casual games. Chan said they are confident enough company also plans to introduce about two more games in the coming months. Luna Online is developed by Korean firm EYA Interactive. Despite its more children’s cartoon graphics, it plays out like a hack-and-slash type massively multiplayer online game. The main focus, however, is more on community building. Players can form up into a “family” composed of a virtual father, mother, and three children. Families can also join up to form larger groups. There is also a farming mini-game in Lune Online wherein families manage a virtual farm to get more powerful rewards or credits. A dating system is also included in the game wherein players can be hooked up with each other based on region, age, likes and dislikes. There are also three character classes, either humans or elves, with different physical attributes. The characters can also show emoticons, some of which can also make characters do certain actions like dancing.