In a Tuesday announcement, social gaming platform Zynga said that it is looking to expand its reach to more players --- be it via Facebook, or a separate Internet website, or even from a mobile device.
The expanded platform - Zynga With Friends - will essentially benefit from the most popular brands of the company, and will mark a further extension of the initiative which the San Francisco game developer launched in March this year, with the beta release of its redesigned Zynga. com website.
The expansion initiative and the launch of the redesigned site by Zynga were two strategic moves which were seemingly aimed at ensuring that the Zynga audience could expand beyond Facebook, which has been the most important growth engine for the game developer.
With Zynga making notable attempts to continue with the rapid consumer shift towards mobile handsets and tablet computers, the Zynga With Friends expansion platform is an indication that the company is trying to reach gamers on the platforms or devices being used by them, beginning with the recent launch of "Ruby Blast" arcade-style title.
About the expansion in the form of Zynga With Friends, General Manager Manuel Bronstein told reporters and analysts at the company's Zynga Unleashed conference at its headquarters: "Zynga With Friends will be your social lobby where ever you are, whether on the Web or on mobile."