Partnership expands game card distribution in Europe

Social media gamers and European retailers are the likely beneficiaries of a new partnership between social network game developer Zynga Inc. and prepaid card distributor epay. The collaboration involves the distribution of Zynga's prepaid game cards to retailers in 18 countries across Europe, marking the first time the cards will be available in many of the countries, according to epay.

San Francisco-based Zynga offers such games as CityVille, FarmVille, Empires & Allies, and Zynga Poker via social media websites like Facebook. The game cards allow gamers to purchase virtual goods within the games. Epay, which is a division of Euronet Worldwide Inc., will make the cards available at retail and kiosk locations in the U.K., France, Spain, Germany, Luxembourg, Belgium, Portugal, Italy, Austria, Switzerland, Sweden, Norway, Denmark, Greece, Poland, Hungary, Czech Republic and Croatia. "Epay will provide us with a way to leverage their strong network of premium retailers as well as their robust payment processing infrastructure to enable more of our international players to purchase Zynga game cards in a convenient way," said Ryan Linton, Senior Director of Business Development at Zynga. Kevin Caponecchi, President of Euronet Worldwide, expects the partnership to "drive incremental footfall and revenues for our retail partners." Epay has approximately 276,000 retail locations in its worldwide network.

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