Level Up! CLIQ was Level Up!'s first attempt to create its own social network service (SNS), not counting Hyper Relay. It was similar to Friendster, but aimed at gamers. The service began on July 2007 with a public alpha version.1
In 2008, the publisher opted to to shift attention toward using existing social networking sites rather than relying on its own service. Level Up!'s then new media director Jose Carlo Medina stated that “CLIQ only covered 10 percent of the gaming population. It had low usage, lacked in-game feature integration, lacked platform expertise, and lacked cross-platform integration from other services."2
The service was then removed on June 2008 with the launch of the new Level Up! website. The online flash game portal Be There, which was introduced on the same month,3 is essentially the successor to Level Up! CLIQ.
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