This was previously 'Facebook Games Arcade Beta' [1], then officially unnamed, but occasionally referred to as 'Facebook Arcade' [2].
At the time TechCruch wrote about this in August [3], it was less clear what their gaming portal ambitions were, and I lamented why they'd push this product with the Facebook brand so strongly instead of de-emphasizing it in favor of a different brand [4]. Since then, they had a partial change of heart -- the URL for this site is still through Facebook, but on the splash page, the only mention of Facebook is the [f] in the 'Gameroom' logo.
I disagree, I still very much feel the Facebook brand through this product.
The URL, plus the title of the tab, plus the recognizable FB logo next to the primary title of the product, and then it's still called the 'Facebook Gameroom' in the tab of the application. http://imgur.com/a/XIZVX
The URL, plus the title of the tab, plus the recognizable FB logo next to the primary title of the product, and then it's still called the 'Facebook Gameroom' in the tab of the application. http://imgur.com/a/XIZVX