Zynga said Monday that the company has added a virtual in-game currency and rewards program, called RewardVille, that it will make available to all of its users.
RewardVille won't replace Facebook Credits, the de facto currency of Facebook. But the Rewardville program will allow users to earn Zynga-specific points and coins that they can spend within the game, as well as to unlock virtual goods that they can use and gift to others in the games.
RewardVille is now live, and will be available to the 250 million users or so that play Zynga's collection of games, including CityVille (Facebook's most popular game), FrontierVille, FarmVille, Mafia Wars, Zynga Poker, Café World, Treasure Isle, YoVille, PetVille, and Vampire Wars. Users will be able to help players in other games that they don't play using the new currency.
Users can collect so-called zCoins currency and zPoints, which can be used to upgrade a user's Zynga status. Users can earn as much as 80 zPoints per game or 300 zPoints total in one day, by simply playing the games frequently as well as a broader swath of games - with the apparent idea being that a wider exposure to Zynga's properties will generate more revenue for the company.
"Our players are at the heart of all we do so our goal is to constantly look at ways to bring them the best and most fun experience when they play," said Roy Sehgal, vice president, Zynga, in a statement. "With RewardVille, our aim is to delight players by rewarding them with new Zynga-level points, and exclusive limited edition virtual items. We love that you love our games, so here's your chance to reap some rewards!"
Users that sign up with RewardVille in March will also earn free items, such as the "Stepped Skyscraper" in CityVille or a "Ring of Fire" in FrontierVille, available only on RewardVille. Users can also send mystery gifts to users in other games that can be redeemed for zPoints or zCoins, Zynga added.
Zynga launched the new program at the South by Southwest Interactive (SXSWi) show in Austin, Texas. A recent valuation pegs Zynga at $10 billion .
Zynga provided the trailer below that describes how RewardVille works, in its own style.
RewardVille is available in French, Italian, German, Spanish, Portuguese, and English, Zynga said.