Zynga, role to be a social network and game development platform ,in the Facebook ,apple ,there may be Tencent on social networking tools .The problem is ,these companies really is his friend ?More than 250000000 monthly active users ,second 1000000 online game player ,year income above $1000000000 – this is a social gaming company indulge in elaborating on data .
However ,in June 26th Zynga San Francisco headquarters held a press conference, when the company ( Mark Pincus ) these data one one throw the presence of the media and hundreds of employees ,he did not disclose the another important figure – 85% Zynga game flow from the world site Facebook .
This is that many investors uneasy root ,especially when Facebook shares continued to fall after the first half of the year ,early landed NASDAQ Zynga is a stock tie the most serious Internet Co .
The logic is simple :if the Facebook user activity decreases ,flow now weakened, they will directly affect the Zynga user activity, which will reduce the Zynga proceeds .Investors have been looking to prove that he is not hired Zynga Facebook estate developers ,but shows a more imaginative growth .
Zynga is trying to do this .In June 26th, the company issued a few important products ,in addition to several Facebook and mobile platform game ,more fetching attention is a series of tools :for third party application program interface ,the mobile platform game developers of coalition partners, as well as in the Zynga.
com network game Zynga With Friends these showed that Zynga is not a simple social game developers . Some of my colleagues were worried we is it right? Should be a published so many things ,but I really hope you see these changes ,Mark Pincus on weekly of the first finance and economics .
The most important change is that :it is becoming independent gaming platform – in addition to own introduction to the outside of the game ,will also include third party developers to offer the game ,more importantly ,on the basis of Zynga in these games ,is to establish a network game .
In the Zynga With Friends, you can see and you at the same time in a game of all game player – some of them are your Facebook ,QQ or iPhone friends ,but more in your social circle .Now ,they will appear in your Zynga.
com page on .It includes a list of friends in the game ,buy diablo 3 account,each game state flow update ( SOCIAL stream ) ,each game player profile pages, quick login game interface ,as well as the game player between the chat tool .
It can also support a variety of games at the same time in the operating system .Look ,it and a social network module has almost no difference .More importantly ,it can be through different platforms of the people in the game in the Zynga With Friends polymerization ( it uses Zynga the most popular mobile game on one of the Word With Friends ) platform .
Zynga says this is a new social invention ,because it is in the Facebook ,Apple Android across multiple platforms and devices connected to the people in the same space . We created a unique game community ,let your Facebook ,my Kindle and his iPhone 4S can play a game ,and in the above exchange, responsible for the Zynga platform manager Manuel Bronstein said ,he thought that the game is a way for an existing social network become more active products ,while more than 60% of the people in common played a game after becoming a social network friends .
In other words ,it will become a over Facebook ,Apple and Android ( the future will also include Tencent ) on the social networking tools – people can through one or several games here ,even here in a new social relations .
But this means that the user will be reduced ,more and more dependent on Facebook ,while Zynga.com With Friends Zynga on the computer still needs to pass Facebook login account, but on mobile devices have no such requirement .
And if they can in Zynga.com through a large number of games to know more people and the formation of a new social relationship, then his Facebook account to play this thing is nothing .
But as a still relies heavily on the Facebook traffic ,and underwent a large number from the Facebook special attention ( Facebook even agreed in the agreement to help Zynga get a amount of income ) social gaming company, Zynga is the attitude of some subtle .
In accepting the weekly of the first finance and economics interview, Zynga Reed Shaffner said this stage director at the PC end of the game player is still needed by Facebook login account, as for the future may be depending on the circumstances ,but Manuel Bronstein soon to take over the said ,the user through the Facebook login Zynga With Friends if had been used ,but the most game player also has a Facebook account ,this approach itself is not a bad thing ,it makes users feel convenient ,will not affect the user in the Zynga With Friends to learn more other platform and the equipment on the game player .
On how to define Zynga With Friends issues, Zynga appears with great care ,Pincus himself is also a Facebook large shareholders .Zynga unable to hold oneself back to announce Zynga With Friends is a unique social invention and the unique network game player ,but it never will social ( Social ) and network ( Network ) combined together to define it .
I think must not think so ,because we are in from Facebook and other relations in the chain into the game player data . Bronstein on the weekly of the first finance and economics said , it should be said to be a social hall ( Social Lobby ) ,let the game player can even closer .
At least in the present stage ,game player through different means of payment ( such as the Facebook credit virtual currency ,iOS and Android procedure payment ) to consume Zynga game, Zynga With Friends took them to an exchange and interactive platform .
I think Zynga With Friends maximum value is it for us to create the active social networks measure ,is that the game makes social networks become more active . Pincus on the weekly of the first finance and economics say , you can say ,Zynga With Friends created by the game is caused by network effect ,we adopted the network effects can change a lot like the original game ,such as poker ,such as crosswords and so on ,cheapest diablo 3 gold,people play are completely different .
He tried to use Zynga as a social networking platform value return to the game itself .In his view ,people will gather at Zynga With Friends reason remains because people love the game itself ,the people because of the game and social .
Why Xbox game ever so popular ,but because the hardware itself and the content of the game ,it is more important to people through the game together those exchanges ,Zynga also .We want all our platform game about social effect together ,to change a lot of things .
Pincus says .The network effect it means to differentiation – it needs to be set in a complete communication network .Choice of the network ,it means in some degree to the Facebook alienation .
Although Zynga now does not want to also can not and Facebook tear my face .This is also the Zynga released last October Project Z plan ,announced that users can in their own Zynga.com platform play games after the most important step .
Project Z is a code name ,today and future actions will be in our first program based on the (expanded ) . Bronstein said .While not neglect, Zynga failed to a large extent from the Facebook estate developers become independent of the Lord of the manor ,depends on its other platform can attract much more loyal to the game player .
The answer is not in the Google+ on a mobile platform ,apple iOS and Android support device is Zynga next battleground .Zynga in the beginning of the year 2010 joined the company as senior vice president of mobile business David Ko promoted to chief mobile Officer ( Chief Mobile Officer ) ,can prove to the mobile business as a growth center attempt .
In the past year ,Zynga in mobile game development expands the area quite .Zombie Swipe and Word With Friends Zynga mobile platform responded to the best products ,has been among the top in the App Store top ten .
According to David Ko said ,every day in a variety of mobile devices to play with Zynga game users in about 22000000, but he did not disclose the mobile game in the entire firm in the proportion of .
But he believed that mobile devices in a game to make money the way will be a few more .IOS payment and in-app purchase channels are very developed ,users on Android as iOS on the willingness to pay strong ,but with the Android version of the upgrade ,users pay rate is improving .
Ko says ,Zynga has launched the Android and iOS game advertising system .But these are not the key of the problem . promoting the Facebook game ,mobile devices in the development and operation of a section of game threshold is already quite low .
Ko on the weekly of the first finance and economics .This brought about another effect is ,a large number of developers to give up on the Facebook operating the game plan ,steering mobile device platform .
The Zynga is a very complicated thing .Zynga almost have recruit the most outstanding game developers and design personnel strength ,and with the team advantage has introduced a variety of games ,in order to improve the game successfully pushed the market hit rate .
But this did not stop the more small development team game quickly burst red ,Draw Something is a typical example .Of course ,people will eventually see what happened ,Zynga decisive skill with nearly $200000000 acquisition of Draw Somnething developer OMGPOP .
But Zynga is clearly not every few months on hand $200000000 removed a potential threat and will take forcible possession of .A more realistic approach is ,for these possible future popular mobile social game with Powered by Zynga label ,so that they become part of the Zynga ecosystem .
David Ko claimed that Zynga is to open the door ,invited from all over the world to join Zynga mobile game developer network ,for the development of mobile game , I think the last together will be the most excellent developers and their development of the most outstanding game .
In the Zynga announced the first batch of developers list of partners ,the famous game development team Atari ,Crash Lab ,Fat Pebble and Sava Transmedia in the column .The developer of the game in the summer of landing Zynga has just released the game on the network platform ,become Zynga produced the game .
The third party developers is not difficult to imagine the benefits in most independent game developers need to rely on one or two excellent game in the hundreds of thousands of game talent showing itself in the game ,Zynga is one of the few merely by the brand name can get attention and downloads the company .
More importantly ,Zynga has more marketing and promotion of resources ,which is a small development team hard .Zynga currently does not reveal it and third party developers into proportion ,but apparently ,it intends to form their own mobile game ecological system .
But as Zynga With Friends actually formed an override Facebook gaming social network, Zynga and third party mobile game developer ecosystem also formed another mimicking game app store which poses the problem of Apple would welcome such an independent game the store appears in its own ecological system ?Google Play in this aspect of attitude is more flexible .
David Co has no direct response to this question .He said weekly of the first finance and economics ,Zynga will provide these game developer technical support and marketing aspects of help, but people still through the apple App Store and payment channel one-time consumption of these procedures .
The rest is Zynga and the game developers problems .And Zynga will guarantee to develop their own games and third party developers of the game are treated equally .Either become a gaming social network ,or a game development platform, will let Zynga become a social game of this ecological system completely different roles .
At the same time ,it also make the ecosystem itself become more complex ,it will pass Zynga With Friends formation based on the game social graph ,but this social mapping in most sources still is Facebook ;it attempts to be all independent game developers alliance domination, but this again with a mobile platform ( such as Apple Google Android ) .
Roles are inevitable conflicts .On the other hand ,Zynga has yet to complete the complete change is a platform for company .In announcing the aspiring plan at the same time, the company also launched several attempts to continue until a global star game new version :as Farm Ville Farm Ville 2 sequels ,as well as cooking as the theme of the companion Chef Ville ,Word With Friends continuation of successful Macth With Friends ,and Zynga poker follow-up Casino .
If Zynga really want to play at the same time platform providers and developers of the dual roles of words ,and it is really in China social cooperation platform, Tencent are more like .
Also, Zynga With Friends in China this special market that is facing a more complex situation .Zynga in the Chinese game and game player data construction in Tencent server ,and let the Tencent will own the data sharing to apple ,Sina ,everybody and the other platform ,it sounds like a joke .
Our understanding of this complex situation ,the only thing to do is to find a solution to it . Manuel Bronstein on weekly of the first finance and economics .Statement: sina.com.cn game channel posted this article for the purpose of transmitting information ,does not mean Sina company agree with their views or confirm their description .