The online game publishing platform Heyzap has been making strides in the social gaming space, establishing partnerships with platforms and brands to help distribute their games on the social web. To boost their efforts, Heyzap has raised a $3m round of funding, led by Union Square Ventures that it will use to continue to grow their team and increase business development efforts. This is Heyzap’s second funding round after its first round of 650K in 2009 also by Union Square Ventures.

Heyzap allows developers to add their games to Heyzap’s large embeddable game distribution network. These games can be selected and easily embedded by publishers into their online properties with ease. Heyzap recently announced integration with Spry Hive’s Fizzik browser (currently in beta) as well as a partnership with Ning to allow Ning developers to plug Heyzap games on their sites.

Heyzap offers a host of features to developers such as gifting, inviting friends and posting to news streams, with the addition of Facebook integration back in March. Developers can also add a plethora of payment options to their game as well as manage sales of virtual goods. Competitors include Mochi Media and J2Play which was acquired by EA last year.

With 200,000+ sites already in their network, Heyzap’s a very attractive option to developers looking to extend their reach beyond Facebook. Other services have also risen to help publishers reach new audiences like Viximo. Heyzap’s deal structure gives them 15% cut of the revenues with the rest going to publishers. Congratulations to the Heyzap team of 10.