image: VentureBeat

The new endless runner game lets you escape the bulls in Pamplona.

Always running into new social game genres, Zynga is launching its Running With Friends mobile game on the iPhone today.

The title is Zynga’s first “endless runner,” or a game where a user controls a runner in a 3D environment and swipes the screen to move in one direction or another. The category was made popular by the indie titles Tiny Wings and Temple Run, and it is now one of the most popular genres on touchscreen devices.

The Zynga title looks innovative. The cartoon-style game is set in the classic Running of the Bulls festival in Pamplona, Spain, where the player has to outrun angry bulls or at least outrun the slowest human runners. It’s a fast-paced action title where you have to switch paths, jump, duck, and sometimes hitch a ride on the back of a bull. Zynga is launching the title in the Apple iTunes App Store in Canada today and it will release the game in the U.S. in about a month. ...