Nerval's Lobster writes "If struggling online-games developer Zynga thought things were bad before, they could be turning a whole lot worse: Facebook is rolling out a pilot program for small- and medium-sized game developers. 'Through the program, we will work with select game developers and provide promotional support for their games in placements across our mobile apps,' reads a note on the Facebook Developers Website. Facebook is promising those developers access to the social network's '800 million monthly mobile users,' a variety of analytics tools for measuring their games' impact, and a 'unique targeting ability' for finding the right audiences — all for a cut of the games' revenue. 'We will be collaborating deeply with developers in our program by helping them cultivate high-quality, long-term players for their games,' the note added. Zynga benefited mightily from its relationship with Facebook, but other developers have subsequently realized they can utilize many of Zynga's tricks — and the social network's enormous audience — for their own ends. King is now Facebook's top app developer, largely on the strength of its Candy Crush Saga game. If Facebook encourages more small- and medium-sized developers to jump into the social gaming, it could fill the arena with even more competitors, which could prove bad news for the already-reeling Zynga. But for Facebook, the benefits are obvious: if any of those tiny-for-the-moment developers create a hit game, the revenues will come flooding in. That would supplement the social network's ad revenue, all while ensuring it doesn't need to overly depend on a single large developer with a set portfolio of games. Zynga has already been suffering from gaming-studio closings, games being shut down, and a declining user-base."