Tag: social gaming

Zynga shifts focus to mobile games

| March 22, 2013

zynga mobile gamesZynga sees a future in mobile games

Zynga, the once-titan of social and mobile games, has been suffering from recent internal turmoil and consumer fallout. Last year, the company saw the exodus of several executives and the shockingly poor performance of its latest games. This poor performance came with feedback from consumers that suggested that the company was blatantly copying other popular games in order to attract more players. Zynga has survived several episodes of shedding employees over the past year and has managed to refocus itself on mobile games, hoping to reclaim its throne in the industry.

Tablets may be Zynga’s ideal platform

Zynga made its name with social games through its tight partnership with Facebook. In 2012, that partnership dissolved. Since then, Zynga has been working to take a new approach to its games in order to win favor with consumers once again. The company has set its sights on mobile games, noting the rising popularity of mobile devices and the willingness of mobile consumers to play such games. Zynga President Steve Chiang believes that tablets, in particular, is where Zynga will reclaim its success.

Tablets considered to be ultimate game platform for Steve Chiang

Zynga suggests that tablets are the ultimate game platform. Tablets are typically equipped with better hardware than smartphones, allowing for better performance in mobile games. Larger, more responsive screens also mean more detail in these games and better controls. Chiang suggests that FarmVille 2, the second rendition of the game that made Zynga a phenomenon, offers a better experience on a tablet device. The game, as well as other titles from Zynga, will make its way to tablet devices as Zynga focuses more on the mobile space.

Mobile games expected to become flagship brand for Zynga

Mobile games currently account for 30% of Zynga’s revenue. Much of the company’s resources are still devoted to social games, as many of its titles are still very popular on social networks like Facebook. By the end of 2013, however, mobile games are expected to become the prominent focus for the company and will begin to overshadow the social games that the developer has been created for several years.

Social and mobile games have a major impact on mobile marketing

| March 3, 2013

Mobile MarketingAdvertisers see more engagement through mobile games

Mediabrix, a leading social and mobile advertising firm, has released new data concerning mobile marketing. The data highlights the advertisements that are seen through social mobile games and their performance in terms of consumer engagement. Social games have become very popular with consumers, which has made them equally popular with advertisers. Advertising in mobile games has also been extremely successful in recent years, suggesting that engaging mobile consumers, especially those that play games on their smartphones and tablets, is the best way to reach people through marketing campaigns.

In-game ads have higher click-through rate than normal ads

According to the data from Mediabrix, advertisements in social and mobile games have a higher click-through than other advertisements. These ads see an average click-through rate of 11%, 100 times higher than the rate seen through normal advertisements. Engagement in these advertisements is also significantly higher, beating out the engagement seen through web-based advertisements coming from companies like Facebook and Google.

Mobile games entice consumers to engage in marketing

Exactly why consumers are more prone to engage in advertisements in social and mobile games is something of a mystery. Mediabrix suggests that mobile games themselves are highly interactive, making consumers more prone to engage with elements they see on the screens of their smartphones and tablets. Mobile advertisements also have an appeal to those looking to stave off boredom, thus consumers with nothing better to do will engage in these ads for some entertainment.

More than 158 consumers expected to be mobile gamers by 2015

Mediarbix predicts that there will be more than 158 million consumers playing mobile games by 2015, creating major opportunities for advertisers looking to engage the mobile space. Social and mobile games are expected to have a major impact on the world of mobile marketing, especially due to the fact that consumers continue to show that they are more willing to engage in in-game advertisements than any other traditional form of marketing.