Zynga senior Vice President Robertgoldberg speech

July 30 News, the China Games Business Congress SNS and Social Game Forum is held today in Shanghai International Conference Center.　　Following is the keynote speech by Robert Goldberg, senior vice president of strategic development of Zynga. Robert Goldberg, senior vice president of strategic development at Zynga: I'm from Zynga, the VP of the company's development team, and I'm delighted to be here. I have about 15 minutes, but I would like to bring you some fun. Because the symposium discussed many key proofs, or details. To share with you is how our company will succeed. I will review and prospect with you.　　In the last 3.5 years we've learned some lessons to share with you about social games. Our business in China is not very large. I quickly skipped over this part of the lecture. We are now the first brand, is the first brand of social games. Social gaming is really a very good industry, but looking at other games like U2, it looks very prominent, but from an audience perspective you may be shocked by the fact. In fact, it is not the largest media system in the world. There is some controversy about this, we have learned this year, we talk about is not simply a game, we talk about communication. Can you see these games?　　Its function makes people think of the traditional communication and communication functions brought by mail, SMS and so on. I'll use some American evidence. Social games have become a culture in the past 1.5 years, as in the United States, and certainly globally. It's interesting, for example, that there are a lot of users in the United States over the past three months. Have you ever heard of this game related to triad style? In the 90-day quarter, there is a surprising number of crime cases, social games have penetrated into people's minds, people are aware of this. And we often ask questions like this: these look as long as life time. When we look at the so-called Life cycle concept, in fact, the consumer life is not long, these stand-alone games are not like the Web game is based on click rate for vitality. We want to provide some network services, but we have not reached the original goal, more like the function of the Web server, and did not achieve the original goal. There will be setbacks and frustrations in the process of rapid growth.　　In the first few years of Facebook's development, the decline in performance in April and May can be seen as a result of the need for adjustments to survive in a rapidly changing world. Here's a lesson. In the last few months we have come to the conclusion that there are several major elements of a good game, one that must have the fun of playing games, or pleasure. Second, you must have the investment ability, so must attract you to participate in the game to carry on the interconnection, the communication. Three, this is my personal very like the element, that is the expression, or express. I don't know if you can clearly see the characters above, he is President Obama, President of the United States. Do you know what he is? He is aIt took a long time for the man to make his farm appear to have such a unique expression.　　This is what we had not thought of. The next point we've learned is very important and a secret for our developers. Attract our users to participate more in the project, so that they are more enthusiastic to participate in the game. A recent study we've done-avatar. Engage in social communication and communication to tell your friends what you are doing. Buildings, you can only build together with your friends. This is the 7th and very important point. Is the opening, social games are friends to communicate and communicate, the establishment of social relations.　　Every day we are communicating, watching our farm games, such as friends can help you harvest crops, help you carry out the farm clean-up, this is very important. Eight, before the experts have heard the proof of the discussion, we are based on the evidence driven by the company. But you may forget about the user, the fun of the user, or the user's happiness. Some of it will bring you different user feedback, which is an important factor to consider. There are other metrics. There is snow, the first day of winter snow, when you wake up on the first day will see a lot of snow on the farm, heavy snow, we use seasonal factors. It also needs to be driven, just as it brings meaning to your company and to your users. We are very pleased to be able to work with partners, at the beginning of our company, we hope to be able to share our good experience and lessons with other companies. Many partners have been able to learn from these experiences, and a publicity campaign was held in Haiti, just before the quake. Probably raised 3 million dollars, very happy that many users can express themselves so that they can do some charitable things through the game.　　It also improves user loyalty by converting users. One more thing is driving expansion, and we're all expanding on social networks. But this is not the only place where people use our games, which are challenged in both population distribution and geographical distribution. On mobile platforms such as the iphone. The last lesson is not just to measure, but to predict the future well. Take a look at the PC game and look at the trends in the future. Do you think it will develop like 3D? Or will take the B road, that is, to go deep, or go to the C channel, as well as in the game has more social components, may be D road. I hope that we all should jump out of the intrinsic mode of thinking to see what is the road in a, B, C, D. Thank you very much for your earnest listening, I hope you can enjoy the game.