Zynga CEO Mark Pincus has said that he wants his company to become the social gaming "dial-tone" for the web.
Speaking during the Web 2.0 Summit in San Francisco, Pincus said that soon the web to become a "dog activated world" meaning that Zynga's famous dog logo will be found on every device and platform that has access to the internet.
Pincus' claims match the growth the company has enjoyed over the past three years. Zynga now offers 10 games in six major countries. Aided by its 13,00 full-time employees, the company has gained a user base of around 320 million.
The company is now planning to expand to new platforms, diversifying from Facebook, including Google's Android OS and iPad tablet PC. Zynga already offers an application for Apple's iPhone and iPod Touch devices.
Pincus also emphasised that apart from offering a unique social casual gaming experience, the company also works towards handing over the controls to the user.
“The future is not about points of control (where companies control what users see). It’s about user control. Users will have services that they feel will be basic, like a dial tone. It’s always there. It’s annoying if it’s not there,” he said.