Zynga is on tenterhooks to enlarge the reach of its online games through an extensive promotional deal with 7-eleven, which will connect virtual goods with approximately 200 million goods sold in 7-eleven in the U. S and Canada.

The program will be of six weeks and is going to start from June 1. At its 35 stores, 7-eleven will place virtual goods codes ranging from Slurpees to Big Bite hot dogs. The goods can be exchanged at the site of campaign, www. buyearnplay. com, can be placed in Zynga's most popular social games, which are Farmville, Mafia wars and YoVille. About 200 million salvation codes will go out.

This new program is an extension of a program started last November, whose aim was to sell virtual currency game cards through 7-eleven stores. Zynga's audience will stand for an eye-catching constituency to build fidelity and repeat visits from customers for 7- eleven. "We know social networking and social gaming is something they're interested in," said Stephanie Hoppe, Senior Director of marketing at 7-Eleven.

These codes are exchangeable for virtual goods related to the products but the branding of 7-eleven will not be carried. The Companies have matched up items with the fit games. The male spectators will get codes on hot dogs, wings and chips for Mafia Wars whereas; females in FarmVille are targeted with the offers like fresh fruit, bottled water and sandwiches.

In the fast growing social market, 7-eleven has become the leading player. Daily, it brags more than 239 million players for its games. So far its growth has tapered off lately.