Heyzap, a San Francisco startup that recently repositioned to help game developers spread their titles across the web, has raised $3 million in a round led by Union Square Ventures.

We covered Heyzap’s new focus in March, when the company pivoted away from its past focus on in-game advertising. The company’s new aim is to make social games more like YouTube videos, so that publishers can embed them on any web page.

Facebook itself has helped create a new inflection point that will let social games spread more widely, according to co-founder Jude Gomila. With Facebook Connect enabled, games can reside anywhere, but still plug in to the social network’s graph and the user’s other data, including payment options.

Casual game developers attempted much the same thing years ago, with some success on major web portals like MSN and Yahoo. But Gomila believes the current situation is different. “I think what’s interesting is that casual games didn’t make much money, and they didn’t have viral loops, so they weren’t that interesting to web publishers,” said Gomila. “Now we can take the graph and put the games anywhere.”

Since we spoke to Gomila in March, he says that Heyzap has partnered with several large massively multiplayer online games (MMOGs) and other casual and social developers, but the new partnerships aren’t ready to be announced yet. You can also find a bit more on Heyzap’s plans in our interview with Gomila.

Other backers in the round included Hitforge and two angel investors.