CASE ANALYSIS OF ZYNGA HBS CASE
LUK KA LAI
FACULTY OF ENGINEERING OF THE UNIVERSITY OF HONG KONG
Zynga is the world's fastest growing social game company, it brings online games with social platforms. According to Zynga reports of 2nd Quarter 2012 financial results
(http://investor.zynga.com/releasedetail.cfm?ReleaseID=695419), it has a DAU of
72million and MAU of 306 million. With the vast amount of active players, Zynga offers incentive opportunity for marketers.
As a case study, this paper gives a detailed analysis on Zynga's business model, its success key factors, competitive advantages as well as key challenges. Zynga …show more content…
2. Ubiquitous mobile gaming
In the era of BYOD (Bring Your Own Device), multiplayer games are assessable in anywhere and anytime. Mobile technology enables millions of players to readily access to online gaming world. Despite what kind of platform and device players use, anyone can “Zynga
With Friends” .
In July 2012, Zynga disclosed that 33 million of the 72 million DAU on the entire network everyday are mobile players. And Zynga has three of the top five mobile games in the US.
The figures reveals that ubiquitous mobile gaming is getting a large number of contributions and Zynga is being sustainable in today mobile game market.
3. Player lock-in
Game play is a key element to retain players. Zynga game series follows one simplistic rule - “easy-to-understand”, and this is one of the factors of why Zynga become the world's fastest growing gaming company. Zynga's “Ville” and “With Friends” series are likely to be the big success in the long run. Game series does not require players