Zynga said that in addition to offering access to its audience

Zynga Inc. made its "Project Z" official burberry ties Thursday, saying that gamers will be able to play the company's popular titles on Zynga.com instead of relying on social networks such as Facebook Inc.

The San Francisco-based company, whose offerings have long been associated with Facebook as well as apps for mobile devices such as Apple Inc.'s iPhone, said a "beta," or prerelease version of what it calls the Zynga Platform, will initially allow customers to play five of its popular titles—"CityVille," "Hidden Chronicles," "Zynga Poker," "CastleVille" and "Words With Friends"—from its website. Zynga said more of its games will become available on the website over time.

"We built Zynga.com to give our players more ways to connect with each other and play great social games, whether built by Zynga or other talented developers," Mark Pincus, Zynga's chief executive, said in a statement.

Zynga's new approach, which comes as cheap burberry bags interest in Facebook's initial public offering intensifies, presents a way to differentiate Zynga's products from the popular social network and other games.

The move could also threaten some of Facebook's revenue stream. The social network said in its S-1 filing that Zynga accounted for about 12% of its $3.7 billion in revenue last year. Zynga said its platform would rely on Facebook's login and payment systems at launch.

Zynga's effort to offer games directly will also allow the company to interact with customers without relying on Facebook's messaging and notification systems, which include notices from competitors' games and friends' status updates. Additionally, the new service will also allow gamers to interact with one another without becoming "friends" burberry sunglasses on Facebook.

Zynga said that aside from offering access to its games on its website, the company will also be creating a service called zFriends, which it describes as connecting gamers "with more people, beyond your Facebook friends."

Facebook didn't immediately respond to a request for comment.

Aside from connecting gamers, Zynga said it will offer other services, such as profiles highlighting gamers' achievements and burberry scarves 2012 favorite titles, as well as a live chat system that will allow people to swap strategies and send gifts.

Edward Williams, an analyst at BMO Capital Markets, said the move is likely a first step for the gaming company to become less reliant on Facebook for its business as an aggregator of users.

"Zynga building out its own platform is key to its own success," he said, adding that creating new ways for customers to interact will help to diversify its offerings from other social gaming companies.

Zynga, which first disclosed the development effort in October under the code name Project Z, isn't cheap burberry outlet 2012 just focusing on its own games. The game maker said it will open its website to third-party developers to create and publish games. Zynga said that in addition to offering access to its audience, the game company will also give partners access to analytics tools, a cloud storage platform and technologies to make sure their games are successful.

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