The Freeland File
Global Market Data
Tales from the Trail
Lucy P. Marcus
David Cay Johnston
The Great Debate
Jack & Suzy Welch
Macro & Markets
Personal Finance Video
Conservative activist Andrew Breitbart dead at 43
James Murdoch gives up News International role
29 Feb 2012
UPDATE 3-Conservative activist Andrew Breitbart dead at 43
Mystery man set to testify in Rutgers bullying trial
63 percent of voters back Obama birth control policy: poll
Analysis: Can United States defuse Koran burning uproar?
Romney and Santorum in tight race in Michigan
Three killed in fifth day of Afghanistan protests
U.S. Navy kicks off rail gun tests with a bang
Tue, Feb 28 2012
Monkees' Davy Jones dead at 66
Wed, Feb 29 2012
Sacha Baron Cohen gets a warning from Oscar
Fri, Feb 24 2012
Zynga seeks own game space away from Facebook
Facebook woos Madison Ave in pre-IPO mobile push
UPDATE 5-Facebook woos Madison Ave in pre-IPO mobile push
Wed, Feb 29 2012
Microsoft joins Google+ dispute in EU: sources
Tue, Feb 28 2012
UPDATE 3-Microsoft joins Google+ dispute in EU -sources
Tue, Feb 28 2012
White House privacy push seeks cooperation
Thu, Feb 23 2012
Analysis & Opinion
Yelp IPO: four reviews, 2 stars out of 5
Facebook brings new ad opportunities to brands
1 of 2. Zynga.com's homepage is seen in a handout photo.
By Liana B. Baker
Thu Mar 1, 2012 4:08pm EST
(Reuters) - Zynga Inc is launching a new games service that allows users to play on the company's website instead of Facebook, potentially driving traffic away from the world's No. 1 social network that is its biggest partner.
The service is the online game company's boldest move yet to create a presence outside of Facebook, where it makes 93 percent of its revenue.
Zynga's re-designed website, which will come online later in March, makes it easier to play games more quickly with access to live chatting and message board features where players can ask for help.
Five of Zynga's top games will be on the new Zynga.com, including "CastleVille," "CityVille" and "Words with Friends," the company said on Thursday.
"Best of all, while you might like gaming and playing with people who like social games, they don't have to be part of your Facebook friends list," Zynga Chief Operating Officer John Schappert said in an interview.
However, he said the so-called Zynga Platform is closely tied to Facebook and users still need to log in using their Facebook IDs. All sales from virtual goods in games, such as houses or other items, will be traded using Facebook Credits, the social website's payment system, he added.
Facebook, which has 845 million users, keeps 30 percent of revenue generated from Facebook credits. Zynga executives declined to comment on whether the company would ever sell items on its platform without paying Facebook a cut.
Manuel Bronstein, general manager of Zynga.com, said the new website is not intended to migrate users away from Facebook. It will help users keep their Facebook profiles separate from their gaming habits, while giving Zynga a closer relationship with its users, he said.
"If they want to play on Facebook, if they play on mobile, if they play on the Web, I want them to be connected to Zynga and it cannot be constrained to one single destination," Bronstein said.
Playing games made by Zynga and Electronic Arts is one of the most popular activities for users on Facebook.
Zynga's new website will also host games from other companies, which is a potential revenue stream. These include Orlando, Florida-based Row Sham Bow, which makes a Facebook game called "Woodland Heroes," as well as the San Diego-based company Mobscience, which makes the Facebook game "Coffee Bar."
Bronstein said the platform brings Zynga, which went public late December, closer to its goal of having 1 billion users. It has 240 million monthly users. The service will come out in 16 languages including Chinese, Korean, Japanese and German and will not be on mobile devices yet.
Facebook, which plans to raise $5 billion in an initial public offering expected to value the company at $75 billion to $100 billion, said in a filing in February that 12 percent of its revenue comes from Zynga.
Zynga shares rose 66 cents, or 5 percent, to $13.83 at mid-afternoon.
(Corrects spelling in game name in paragraph 11 to Heroes instead of Heros)
Related Quotes and News
We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/
Be the first to comment on reuters.com.
Add yours using the box above.
Back to top
New York Legal
Support & Contact
Advertise With Us
Connect with Reuters
Our Flagship financial information platform incorporating Reuters Insider
An ultra-low latency infrastructure for electronic trading and data distribution
A connected approach to governance, risk and compliance
Our next generation legal research platform
Our global tax workstation
About Thomson Reuters
Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests.
NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.