Walt Disney is on the verge of acquiring Facebook game developer Playdom for around $600 million.
Citing "oh, about seven" independent sources familiar with the matter, TechCrunch reports that the companies are in the final stages of acquisition talks.
But when asked about the acquisition during the Casual Connect gaming conference, Playdom CEO John Pleasants refused to acknowledge the news, calling it "the rumour of the week", VentureBeat reports.
If the story is true, the Playdom acquisition will allow Disney immediate access to the social gaming market, a segment from which it has so far been absent.
Disney has made clear its intention to become a gaming powerhouse by acquiring a number of games companies over the past year, including the iPhone gaming application developer Tapulous for $35 million last month.
Playdom is the third largest social game developer on Facebook, with 41 million active users, and the largest on MySpace.