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Zynga Adds More Developers to Publishing Network Seeking Revenue

Zynga Inc. (ZNGA), the largest maker of games that connect with Facebook Inc. (FB)’s website, added nine developers to its publishing portfolio of 24 companies, bringing in a potential new source of revenue for the struggling company.

Four games from outside developers recently became available on Zynga.com, which players can visit instead of loading them on Facebook, said Rob Dyer, the vice president of partner publishing for Zynga.

The company has chosen games, including a miniature golf simulator and fashion-design tool, that are unlike the games currently in development by the “FarmVille” creator, he said at a news conference at the San Francisco-based company’s headquarters.

“We want genres that Zynga is not doing,” Dyer, a former executive for Sony Corp. (6758)’s PlayStation business, said in an interview. “We describe this in phases of crawl, walk and run. We’re just starting to run.”

Analysts have criticized Zynga for being overly reliant on Facebook for its revenue. Facebook, through its Credits service, will handle the transactions for these games, as it does for Zynga’s own products.

Zynga will take a cut of each transaction of sales from partners’ games in exchange for promotion to some of Zynga’s 306 million users. Amy Sezak, a spokeswoman for Zynga, declined to say how much the company takes.

-- Editors: Reed Stevenson, Michael Tighe

To contact the reporter on this story: Mark Milian in San Francisco at mmilian@bloomberg.net

To contact the editor responsible for this story: Tom Giles at tgiles5@bloomberg.net

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