Late this week, Zynga rolled out changes to its homepage allowing users to create an account on the site just for playing games without having to log in first through Facebook, as has been the custom previously.
The moves are part of a larger company plan to further distance itself from Facebook and further embrace the mobile and tablet market in an effort to expand and solidify its own user base.
Ending the contract with Facebook that has bound Zynga more tightly with that social network than others was about doing what’s best for the players, Zynga chief operations officer David Ko said in San Francisco on Thursday afternoon.
“A large percentage of our players are connecting with their Facebook ID, but there’s also a large percentage of players coming to us specifically to play in a gamer environment, and we’re trying to offer them that experience on Zynga.com,” he said.
People will still have the option of connecting through Facebook and retaining their existing friends, game progress and sharing history.
In 2013 Zynga will also focus on strengthening its franchise of products as it rolls out new games, Ko said.
Draw Something 2, for instance, which incorporates significant user feedback from the company’s hugely successful Draw Something iOS and Android drawing game, will launch “soon”, the COO confirmed.
Running with Friends, which has already rolled out in Canada, as well as Farmville 2 for mobile, will also launch this year, Ko said.
The company will also focus specifically on mobile and tablet computers as more people move away from the desktop.
“Mobile right now for Zynga is one of our most important issues as a company,” Ko said.
Currently 72 million of the company’s 300 million monthly active users access games on mobile, but Zynga is looking to scale up those numbers for mobile.
More gaming companies, Zynga included, will also be looking at launching products first on tablets instead of smartphones as the devices become more widespread and allow for richer gaming experiences, Ko said.