Los Angeles-based Sometrics, which develops virtual currency products for social networking game developers, is linking holiday shopping and social games with a new product. Sometrics says it has rolled out a new "Shop & Earn Shopping Feed" service, which will allow game participants to earn virtual currency when they purchase products from e-commerce retailers. Game participants get virtual currency on social games using Sometrics' by buying products they buy on automotive, clothing, electronics, and other retail sites, similar to the way people earn airline miles and points on credit cards. Sometrics said a number of its publishers have gone live with the new product, but did not detail the names of those publishers.