SAN FRANCISCO (MarketWatch) — Zynga Inc. priced its initial public offering at $10 per share on Thursday afternoon — the high end of the expected range for the deal, signaling strong investor demand for the maker of social games. 
 
 Reuters Zynga CEO Mark Pincus introduced new games at the company’s San Francisco headquarters on Oct. 11. 
 
 Zynga ZNGA, +10.45% will begin trading on the Nasdaq on Friday morning under the ticker symbol ZNGA. 
 
 Late Thursday, the company priced 100 million shares at $10 per share. It had previously filed papers with the Securities and Exchange Commission to sell its shares at a range of $8.50-$10 apiece. 
 
 Zynga is the latest in a series of high-profile Internet IPOs this year that has included social network LinkedIn Corp. LNKD, +1.19% and online daily deals site Groupon Inc. GRPN, +1.67% Social networking giant Facebook Inc. is expected to debut next year, though some rumors have indicated that the company could make its initial filing within the next few weeks. 
 
 Scott Sweet of IPO Boutique said his clients were surprised with the Zynga pricing, given that past deals in the Internet and social networking space priced above their filed range. 
 
 “We were expecting above-range pricing. Certainly this deal had more demand than Jive Software,” Sweet said, referring to a provider of social networking software that debuted earlier this week after pricing its IPO at $12 — above its expected range of $8-$10. 
 
 Sweet added, however, that Zynga took “a sensible approach” in not trying to get too much money too soon — leaving the door open for a possible secondary offering down the road. He said he was “very pleased” with the pricing. 
 
 Underwriters for Zynga have been granted an additional 15 million shares to cover over-allotments. Morgan Stanley and Goldman Sachs are the lead underwriters on the deal, which also includes participation from B. of A. Merrill Lynch, Barclays, J.P. Morgan and Allen & Co. 
 
 The company expects to have about 699.4 million total shares outstanding following the debut, which includes Class B and C shares that won’t be offered to the public. 
 
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 The IPO price of $10 per share gives the company a total market value of just under $7 billion. Previous valuation targets leaked to media outlets had the number around $10 billion. 
 
 That puts Zynga above many traditional game publishers, and in line with Electronic Arts ERTS , which has a current market cap just under $7 billion. Activision Blizzard ATVI, +1.05% remains the largest company in the videogame space, with a market cap around $13.5 billion. 
 
 Zynga makes games played primarily over Facebook. Popular titles have included “CityVille,” “FarmVille” and “Mafia Wars.” The company has about 227 million average monthly users who play the games for free, with a small portion who purchase items through micro-transactions within the games that makes up the bulk of the company’s revenue. 
 
 For the nine months ended Sept. 30, Zynga claimed total revenue of $828.9 million — more than double the $401.7 million in revenue from the same period last year. Net income for the recent period was $30.7 million, down from $47.6 million in the comparable period thanks to a sharp rise in marketing and R&D expenses. 
 
 Zynga plans to use the proceeds from the offering for general corporate purposes and possibly acquisitions. About $83.6 million will go toward satisfying tax-withholding obligations related to the vesting of restricted stock units. ||||| Zef Nikolla/Nasdaq, via Reuters 
 
 Zynga, the online gaming company, kicked off its first day of trading with the usual fanfare. 
 
 At the San Francisco headquarters, decorated with huge red banners, its founder, Mark Pincus, rang the opening bell, flanked by his wife, Ali, and the Nasdaq chief, Robert Greifeld. Before a packed room of employees and investors, he made a “raise the roof” gesture in celebration of the initial public offering. 
 
 “We brought the Nasdaq here,” said Mr. Pincus, 45. “With our I.P.O., we’re accelerating this mission of connecting the world through games. It’s just getting bigger.” 
 
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 But the market debut lacked the same pomp. 
 
 At the opening, Zynga’s shares rose a modest 10 percent, to $11, and then quickly pulled back. The stock closed at $9.50, or 5 percent below its offering price of $10. 
 
 Zynga’s weak performance reflects the broader market for I.P.O.’s. Newly public technology stocks have been buffeted by macroeconomic turmoil and jittery investors, who are skeptical about the business models. 
 
 Several Internet companies have stumbled below their offering prices. Pandora is more than a third off its initial price. Nexon, a giant Tokyo-based gaming company, fell on its first day of trading earlier this week. 
 
 When Zynga filed its prospectus in July, investors had high expectations for start-ups, particularly those built on social networks. But the market soured in August amid credit pangs in Europe and spikes in volatility. 
 
 On the first day of trading, the 42 technology companies that went public this year jumped 20.4 percent on average, according to data from Renaissance Capital, the I.P.O. advisory firm. But they have since struggled, with the group falling 15 percent. 
 
 Zynga’s trajectory has followed a similar path. In early summer, insiders pegged the market value of the social gaming company at nearly $20 billion. At its offering price, Zynga, which raised $1 billion, went public at a more muted $7 billion. Its current value is $6.6 billion. 
 
 “Raising $1 billion is a large number, particularly in these choppy equity markets where investors seem to be hesitant to take on much risk,” said Peter Falvey, a managing director of Morgan Keegan’s technology group. But “there clearly isn’t a rush to get into the stock at these valuations.” 
 
 Zynga’s executives brushed aside Friday’s tepid reception, calling it an insignificant data point in the context of the company’s grander goals. John Schappert, Zynga’s chief operating officer, said he had no regrets about the timing or the structure of the offering, which, at 14 percent of total shares, was bigger than other tech I.P.O.’s this year. 
 
 “We’re not looking at it today or tomorrow, or what we could have squeezed out.” Mr. Schappert said. “We’re looking at the long run.” 
 
 In the coming months, Zynga will be a critical test for the fragile market. Traders are closely watching the stock to get a sense of how social network giant Facebook will fare when it goes public next year. Facebook is widely expected to go public in the second quarter of 2012, at a market value greater than $100 billion. 
 
 Financially, the game maker is on better footing than many of its unprofitable Internet peers. The company recorded earnings of $30.7 million for the first nine months of the year, on revenue of $828.9 million. Zynga’s is also the largest gaming company on Facebook, with some 222 million monthly users. 
 
 But Zynga also has its fair share of skeptics. User growth has slowed in recent quarters, while marketing costs remain high. Zynga spent $122 million on marketing and sales for the first nine months of the year, more than all of 2010. There are also lingering concerns that Zynga will always be dependent on Facebook, despite efforts to build out its mobile games and an independent platform. 
 
 The headwinds, for now, do not seem to bother Zynga’s early venture capital backers, many of whom planned to sell only a small number of shares, if any, in the offering. John Doerr, a partner at Kleiner Perkins Caufield & Byers — Zynga’s second-largest shareholder — said he felt giddy this morning as he headed over to the game maker’s headquarters before sunrise. 
 
 “Five, 10 years from now, we’ll look back at this moment and think it was just the beginning,” said Mr. Doerr, who has backed companies like Google and Amazon. “This is the beginning of the second Internet boom.”
– Tomorrow should be a pretty good day to live in Farmville: Creator Zynga begins trading publicly on the Nasdaq exchange under the ticker ZNGA, and the company has set the price for the 100 million shares being sold at $10, reports MarketWatch. That would peg the market value of Zynga at $7 billion and make it the biggest US Internet IPO since Google in 2004, notes the Wall Street Journal. The $7 billion valuation is impressive, but it's way under the figure of $20 billion being thrown around earlier this year in giddier days. Next up, Facebook?