MediaFile

Social games company Zynga is adept at converting its current players to its new games, just as smoothly as some of the top video game franchises like Call of Duty, according to a new 21-page report by the game tracking service and social network Raptr.

The report takes into account more than 3 million Zynga players who use Raptr’s game tracking applications.

“If Zynga were to release a new game tomorrow, our data reveals that 90 percent of users of that new game will come from an old game,” said Dennis Fong, Raptr’s co-founder.

While 90 percent is such a high conversation rate any company might strive to that target, it also means that Zynga could cannibalize its users if it doesn’t find new players.

“A 90 percent average means that only 10 percent of its users are new,” Fong said. “Zynga has its pool of players, which is admittedly very large and they are basically just herding them around from game to game. Where is their growth going to come from? That’s a big question mark.”

Zynga wants to get into your pocket. As the  publisher of games like, “Word with Friends,” a Scrabble-clone popular on Apple devices and since February, on Android platforms, Zynga, known as the top games publisher on Facebook, is likely trying to reduce its reliance of Mark Zuckerberg and co’s platform.

“You should play and you should pay,” says David Ko, the former Yahoo executive who moved to Zynga in November to spearhead its mobile push.

 In a recent interview, Ko told Reuters that Zynga’s mobile strategy has two parts: Creating mobile versions of existing Web titles like ”FarmVille” and “Mafia Wars” and, having users play games on their mobile devices before anywhere else, like on “Words with Friends.”

Don’t ask Zynga’s Mark Pincus how much money his company is making.

The founder of the hot social gaming company, which is operating at a more than $200 million yearly run rate according to sources familiar with the matter, said sharing such information would contribute to the kind of hype that would be bad for the nascent industry.

“I just hope that we can all partner to try to get the story out in a balanced way, so that the media doesn’t necessarily have to go back and forth, ‘This is the next great coming,’ and hyping it, and then two or three months later, ‘Oh they didn’t deliver on these very high expectations that we’ve all put out there,’” Pincus said in a conversation with reporters at the Reuters Media Summit.

He noted that Zynga, whose games include FarmVille and Mafia Wars, has been profitable for eight quarters and sees no reason to raise capital in a public stock offering anytime soon.