Friendster has spurned social networking in favor of some fun and games. Before being replaced by Myspace and then Facebook as the leader of the social networking market, Friendster was the king of connecting friends online through the creation of online personal profiles. The company received considerable buzz early on, but after experiencing major technical problems, it lost the majority of its audience in the US. In 2010 it began reinventing itself as a social gaming platform and entertainment hub targeting an audience in Asia; Friendster completed the transformation in 2011. The company was founded in 2002 by Jonathan Abrams. Today it is owned by Malaysian online payments provider MOL Global.