Zynga Launching Web-Based Version Of FarmVille

Zynga is planning to launch a Web-based version of FarmVille through its Farmville.com website, according to TechCrunch. The launch may happen as soon as today, although as of this writing it has not occurred yet. The Web version of FarmVille would use Facebook Connect to let users playing through the portal access all of the game's usual social features. Since the game's launch, FarmVille has only been available on the Facebook platform.

This move could be very lucrative if Zynga can get FarmVille addicts to play the game through the portal rather than their Facebook pages. While social games on Facebook must fit into a standard frame, Zynga can use the entire site design to their advantage through FarmVille.com.  This could make it easier for Zynga to market FarmVille virtual items and other Zynga games to players. 

If Zynga can grow FarmVille through its own Web portal, then it seems likely the company will begin launching portals for its other social games. This could have very unpredictable effects on the Facebook app publishing scene, where Zynga is currently the largest single player. If Zynga is ultimately able to promote its games as well or better through portals than it can through Facebook, then the company would have no reason to stay wedded to the Facebook platform in the future.  

This would mean problems like FishVille's suspension from Facebook would no longer affect Zynga's bottom line; players would still be able to access the game from FishVille's portal. Of course, this would also mean that Zynga would probably no longer feel obligated to uphold Facebook's Terms of Use.

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