Zynga CEO visits China studio for the first time

Since the creation of the social gaming company, Zynga, in 2007, Mark Ping Cass has recently visited Zynga's China studio for the first time and met with the media yesterday. On the same day, the latest card game War of the Fallen, developed in China, was released at the Global App Store.

The War of the fallen is not the first card game that Zynga launched. Previously, the Japanese studio launched the "Supernatural Yin and Yang Road" (Ayakashi:ghost Guild) since the operation of the Chinese region, the income of new high. Bringing the popular card games of China and Japan into the West is becoming an important deployment in Zynga's mobile route.

In a media group interview yesterday, Pincus said Zynga is currently moving more than 70 million subscribers, which they see as a good result. David Ko, the Zynga chief operating officer accompanying Pincus to China, is leading the company in more than 25 cross-platform mobile social games.

"Observing the time users play the game, users can play the game at every moment of the day, they play on the PC during the day and move to the mobile end at night," he said. More importantly, at different times and different terminals play the same game. This shows that Cross-platform is a very important experience. But not all games can do that. ”

Reflecting on the continued decline in the company's share price in 2012, he admits that many of the Games launched last year did not meet their expectations. At the same time, the user's transition to the mobile end was so fast that it exceeded their estimate. So Zynga has to put more effort into the mobile side this year, including the second-generation version of "You Draw my guess" (Draw something) and the parkour game Running with Friends will be the next major game.

In response to the domestic game platform cooperation, Ping Cass also referred to the micro-letter implied opportunities. Tian, China's regional manager, said Tencent was still the next important partner. Different games for different platforms, are still in the test, the specific cooperation plan has not yet officially announced.

As the creator of the concept of social gaming, Zynga has demonstrated the market value of such games on Facebook. But today, Zynga faces a tougher competitive posture.

Last month, king.com, a European social leisure gaming company, reached 50 million active users, approaching Zynga's 54 million subscribers in the last quarter, foreign media reported. Its triple elimination game Candy Crush saga is in the top spot in the US area of Apple's App store. Many users in Asia have become big fans of the game.

Pincus also did not shy away from the achievements of rival Candy Crush, who believes that Candy Crush's success in revenue has also proved to the industry the market value of Cross-platform social casual gaming. It's just that Zynga needs to come up with its own results to prove that it is capable of creating a more glorious past.

At the end of April, Zynga will release its first-quarter earnings. In fiscal 2012, Zynga's revenues were $1.28 billion, up 12% from fiscal year 2011. This is not a good performance for a growth company. After the release of the earnings, the Cass called 2013 "Investment and Transition year." In the face of volatile players and less-satisfied investors, Zynga needs to prove itself too quickly.