Social gaming network Zynga has launched Live Poker for the Apple iPhone.

The game, a mobile version of Zynga's Texas Hold 'Em game, turns the iPhone into an always-on social gaming device. Live Poker lets iPhone users compete with 1.4 million daily players in the Web's largest free poker game.

"The strategy behind the launch of Zynga's mobile social gaming network for iPhone is twofold," said Andrew Trader, executive vice president of sales and business development for Zynga, San Francisco. "The iPhone is a killer gaming platform, and thanks to their open API, we can develop games.

"Also, we want to deliver our games anywhere and everywhere our players are," he said.

In less than one week since its launch, Zynga claims that Live Poker is the No. 1 free game and No. 8 application overall in the iTunes App Store.

The game lets consumers play with their friends from Facebook, MySpace, Bebo and Hi5, as well as make new poker buddies.

Players can see which friends are online and join them with one click.

Since the casino is always open, consumers have people to play with at all levels.

Zynga is targeting the mass market.

"Our target demographic is anyone and everyone who loves to play games," Mr. Trader said.

"We have a wide range of games with something to appeal to everyone from classic board games with Scramble, action/fantasy games with Mafia Wars and Vampires, virtual world games with Yoville!, and casino/card games with Live Poker and Texas Hold 'Em," he said.

Zynga's new application turns the iPhone into a social gaming platform.

Live Poker is the first application to leverage Facebook Connect, delivering the first social game to the platform.

Using Facebook Connect, Live Poker allows social information such as real photos to be displayed.

Live Poker is available on any iPhone with 3G or Wi-Fi access, and will also work on the iPod touch.

Live Poker is free. An upgraded version giving players a larger chip package and access to tournaments is also available for $9.99.

The application is offered in the iTunes store.

Zynga claims to be the largest social gaming network with more than 5.4 million daily users.

Zynga's games are available on Facebook, MySpace, Bebo, Hi5 and Friendster.

Game titles include Texas Hold 'Em Poker, Mafia Wars, YoVille, Vampires, Street Racing, Scramble and Word Twist.

The company is funded by Kleiner Perkins Caufield & Byers, IVP, Union Square Ventures, Foundry Group and Avalon Ventures.

Zynga is using various marketing tactics to get the word out about its mobile social gaming network.

"We promote our games on Facebook and MySpace," Mr. Trader said. "We are also doing paid promotions on the mobile networks."