Zynga on Tuesday unveiled a host of new games and a Web-based service that showcased a new business strategy of creating its own platform for social games.

Zynga’s new games include a bingo game that is designed to bring in more of the casual players that made its poker and “FarmVille” games popular.

And there are also mobile versions of Zynga stalwarts like “Words With Friends,” and a graphically rich “CastleVille” game that moves more toward online games like Blizzard Entertainment’s “World of Warcraft.”

But underlying Zynga’s strategy is a project called Zynga Direct, which Chief Executive Officer Mark Pincus said was “a platform for a direct relationship with consumers, whether on the Web or mobile.”

“We can give you a whole sandbox and create social-ness around the games and not just in the games,” Pincus said during the company’s first press event at its new headquarters on Eighth Street in San Francisco.

“Everything behind the products we’re creating is this mission to build what we think of as a platform for play,” Pincus said. “We’re not trying to be the company that makes the next hit game, although we’d be really happy to make the next hit game, but we’re trying to do something broader than that.”

Zynga has built its own empire of more than 60 million daily average players of games like “CityVille” and “FarmVille” mainly through it’s primary ally, Facebook. But the company has also filed plans to become a publicly traded company and analysts have said Zynga will need to prove it can do more than ride on Facebook’s coattails.

Also, Zynga now has stiffer competition on Facebook from Electronic Arts, which announced a new mobile app for its popular Facebook game “The Sims Social.”

So Zynga is boosting its presence on Google’s new rival social network. “Mafia Wars 2,” which launched on Facebook on Monday, is now also available on Google+.

Zynga also partially unwrapped what it calls “Project Z,” a vaguely named online game service that officials said is “coming soon.”