Zynga develops its own advertising platform to attract third party developers

The Sina Science and technology news Beijing time October 23 Night, Zynga is developing its own advertising platform for the Third-party developers working with Zynga. Zynga is trying to develop another game that can bring a stir. For Zynga, the strategy has two purposes. It's clear that Zynga is looking for more advertising revenue. But equally important, Zynga wants to give developers more reason to work with the company. A number of sources familiar with the Zynga program say Zynga's advertising platform is under development, and some of these components may be released by the end of the year. However, these components may not be available to third-party developers immediately. A Zynga spokeswoman declined to comment. So far, Zynga has not fully launched its advertising business and relies mainly on virtual goods sales to earn revenue. Zynga is promoting third-party distribution, and advertising will be another way for Zynga to attract developers. Sources said the project was headed by Zynga's chief technology officer, Cadille Li Hu (Cadir Lee). He is also responsible for other important platform projects, including the construction of the Zynga cloud network. Over the past 1 years, Zynga has been stepping up its advertising business. For example, the company recently announced that "Words with Friends" players will be rewarded for using the words associated with Honda in the game. In the previous quarter, Zynga's advertising revenues were 41 million U.S. dollars, up 170% per cent, accounting for 12% of the company's total revenue. The growth of the advertising business may be linked to Zynga's takeover of Omgpop. The latter offers a large number of ads in the popular game "You draw me guess". But such growth is still not enough for Zynga. Earlier this month, Zynga updated its full-year results and downgraded its performance forecasts for the second time this year. Zynga will report its third-quarter earnings in Wednesday. So what will Zynga's advertising platform look like? Through this platform, Zynga can provide not only brand integration and sponsorship services, but also lightweight advertising experience, such as banner ads, plug-in ads, video pre-broadcast ads, and paid downloads. While Zynga will develop Facebook and mobile platforms at the same time, there will be more focus on mobile platforms. Zynga has hired RockYou and EA former executive Zhu Li Schumeck (Julie Shumaker) as vice president of global advertising sales this April. The source said that since then, Zynga has also hired a number of advertising sales staff, and posted on the website of sales managers and executives and other positions of recruitment information. It is not clear why Zynga has opted to compete with a number of sophisticated advertising platforms. However, according to the source, the development of an independent advertising platform can bring many benefits. First, it leads to more revenue, without the need for intermediaries. Zynga is now forced to share 30% of its revenue with Facebook, so doing so is significant for Zynga. In addition, Zynga wants to have all the data. Zynga has built a huge player base, with about 300 million active subscribers a month. The activities and social profiles of these users are valuable information. (Lili)