Zynga launches Facebook game developer platform which might prove

Zynga advertises its new gaming applications within its already-popular games. So an ad for Sea Battle (like the board game Battleship) might appear while you re playing Texas Hold Em.

But Zynga has specifically introduced its own feature for spurring growth. At the top of each of its games, it shows a bar that tells you what Facebook friends are playing other games on the Zynga network. This bar also shows you other Zynga games you might want to play. If you click on one of your friends as they appear in this toolbar (see screenshot), you can go see what game they re playing and if they re willing even play a game with them.

This toolbar will now be used for third-party developers that choose to partner with Zynga. Here s how it works. If you have a game, you include the Zynga toolbar at the top of your game. People who play your game will be able to see which of their friends is also playing any game within the Zynga network of games (so Texas Hold Em, etc.). It s more of a link-sharing agreement or other cross-promotional agreement than an ad network, as no money changes hands.

Zynga measures how many visitors click on the toolbar and use it to start playing other games. If Zynga sees that your game is driving significant traffic to other games, then it will feature your game more prominently in this toolbar across the entire Zynga network.

In other words, Zynga is using its network to help independent third party developers gain more users. The reality of Facebook, as Pincus told me today, is that most developers want more users on their site all the time.

There are many different types of Facebook ad networks, such as the ones offered by RockYou, Social Media

SGN gamers who install it. The application features games from third party developers. Problem is, the application itself has less than 200 daily active users as of today not much of a place to advertise your application.

Zynga claims to reach 1.4 million people who use its own applications on Facebook every day people who see its toolbar as well as additional traffic from other independent developers. SGN, as others have covered, also claims to reach many Facebook users. The company said last week that its games are getting 700 million page views a month. I m not going to get into the two companies traffic debate here (you can read more here

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