Zynga Creates Standalone Site, Breaks Away from Facebook

Zynga has created its own destination on the web, independent of Facebook, the giant social network on which it has heretofore relied.

The move is analogous to a teenager moving out of the house for the first time. While they want their independence, they’re still relying on their parents for the lion’s share of their monetary support.

In a few days, users will be able to go to Zynga.com to play popular games like  Words with Friends, CastleVille, Zynga Poker, Hidden Chronicles and CityVille.

Zynga’s assertion of independence came just after it was revealed that Facebook garnered a 12 percent portion of its revenue from Zynga’s popular gaming applications. Zynga, meanwhile, gets 90 percent of its revenue from Facebook.

According to the press announcement, the company introduced the standalone website to help users find more friends and expand users’ access to the social games.

The platform includes social features like a continually updating social stream, profiles, and a chat function. Sound familiar?

Instead of relying solely on Facebook for the social element of the games, Zynga is building its own social network with the games as the center of gravity.

“We’re building a dedicated environment for our players to interact with each other around our games and we’re excited to make that network available to our fellow developers so our players can enjoy their awesome games too,” according to the announcement.

They already announced platform partners too, companies that will build games and tap into the Zynga gaming community. The partners include MobScienceRow Sham Bow and Sava.

“These developers will be able to leverage our zCloud infrastructure for scalability and availability and our analytics to measure and drive their social engagement with metrics such as ASN (Active Social Network) which measures how many friends our players interact with.”

Zyngas goals with its standalone site are ambitious. Within the year the company plans to launch its own API.

“It’s our hope that our Platform partners, and eventually anyone in the industry, can extend the reach of their games and connect to even more players on Zynga.com.”

Like the wise teenager moving out of the house, Zynga was sure to keep its relationship with its main provider amenable.

“In 2007 Facebook changed the game with their courageous move to open their platform to us all. We’re proud to be a part of Facebook’s ecosystem and we built Zynga.com to complement their pervasive social graph. Zynga.com will be one of the first sites completely integrated with Facebook which has become the world’s social dial-tone.”

And perhaps the break won’t be so bad for Facebook. According to VentureBeat, Zynga.com will still use Facebook credits as the virtual currency. Since Facebook takes a 30 percent cut of each revenue, Zynga.com could become a healthy tributary to Facebook’s larger revenue stream.

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