Zynga and the End of the Beginning

http://www.gamasutra.com/blogs/TadhgKelly/20091218/3665/Zynga_and_the_End_of_the_Beginning.php

by rampr • 17 years ago

50 9 17 years ago

dasil003• 17 years ago

This article probably takes too many words to make its point, but the analysis is spot-on. Of course that may just be wishful thinking on my part. If Zynga games are anything more than an unsustainable fad then I fear for humanity's future.

philk• 17 years ago

Having played a few web based games in the past (although thankfully nothing from Zynga) I can attest that the analysis is spot on; for the first few weeks the novelty keeps you there, but after that it becomes dull and you go back to real games.

Also after you've gone through a few of them you seem to get inoculated to the genre.

waterlesscloud• 17 years ago

Excellent article. The current Zynga model is certainly unsustainable. They've hired Brian Reynolds, which hints at deeper games to come, but what they're doing right now will be ineffective in 6 months.

One thing I've been coming to terms with- just because something makes no sense long term doesn't mean that it's not a valuable course to pursue short term.

If, and it's a big if, Zynga can reinvent itself in the next 6-9 months, then this initial phase was brilliant in that it gave them the resources they needed to move on to real domination. If they don't reinvent themselves, a few people will have made a lot of money, but nothing permanent will have been built. A real opportunity will have been missed.

But they can't keep on the same path, it just won't work a lot longer.

dwynings• 17 years ago

At the end of the day, startups must "Adapt or die."

bd2• 17 years ago

Simplicity is strength, not weakness.

There are already more complex, deeper games on Facebook, but they are orders of magnitude less popular than these simple Zynga games.

If you go deeper, you go niche.

BTW it's similar for game themes (independently of game mechanics) - more mainstream you go, more potential players you can get.

Just check Facebook games charts. They are dominated by down-to-earth topics - farms, restaurants, aquariums, pets, etc.

pchristensen2• 17 years ago

The whole point of the article is that they can get away with simple games and common themes because of Facebook's insane growth. Facebook games are the first games a lot of people have ever played on the web. Once this first wave of new players is on, they will become more demanding and savvy about what games they play, and these "veteran" game players are more choosy in playing and recommending games.

richardburton• 17 years ago

I had a conversation with my 6-year-old cousin where she talked passionately about how much she loved club-penguin. She spoke in detail about all the fun times she'd had, that bits of the santa-costume she'd been trying to find & how all her friends were in one igloo together at one point. She even told me about how she had to go on regularly to keep her pets alive (a very clever trick built-in by the game-designers no-doubt).

Listening to her rant on about it made me realise just how engaging these social games are for younger players. It made me see Disney's acquisition of Club Penguin (http://www.techcrunch.com/2007/08/01/disney-acquires-club-pe...) in an entirely new light.

pchristensen2• 17 years ago

This article is excellent - anyone interested in social gaming should take 20 minutes to read it. It'll get you totally up to speed on where the industry stands on the eve of 2010.

However, anyone who thinks that Zynga doesn't know all of this is kidding themselves. They saw a temporary situation (novelty of gaming on a hugely growing platform) and attacked it with everything they had. The road will be a lot harder for them in the future, but because of what they did in 2009, they go in with hundreds of millions of users, a strong brand, cheap cost of capital (because they're hot), a ton of cash, and they're probably the only Facebook developer with anything close to leverage on Facebook. They're one of the most aggressive companies out there and they have given no reason to underestimate them.

Zynga and the End of the Beginning

Related Stories