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Ralph Topping, chief executive of William Hill Plc., used his personal blog to call for online social gaming to be regulated. Topping said the London-based firm has adopted a "watching brief" stance when it comes to social gaming. "Social gaming is no longer the next big thing for gambling, it is already a very big thing," Topping wrote. "Over one billion dollars has already been spent by 'traditional' gambling companies alone in mergers and acquisitions and hundred of millions of dollars in revenue is already being generated."