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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 per cent of its revenue.
Investors sent Zynga's shares up 10 per cent to $14.48.
"Zynga is building their own web-based platform, which makes them a bit more independent and creates a brand for them outside of Facebook. But it doesn't really cut the cord with Facebook, and it won't have a dramatic impact on their margins," said Baird Research analyst Colin Sebastian.
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