Social gaming is in play today. Japanese social games publisher DeNA paid $400 million for mobile games studio Ngmoco, that reportedly already has some Google money invested in it. Zynga sold $6 million in stock, which might indicate what it paid for Bonfire Studios. Behind the scenes, location-based game maker SCVNGR took a small step towards Facebook-like Pages with its profile pages for marketers, and Kontagent, which aims its analytics tools on social gaming, rolled out an upgrade. While the M&A activity might sound like consolidation, the fact a tools company can seemingly make a living selling into studios suggests there’s still a lot of fragmentation – and opportunity – out there.