Zynga's popular game "FarmVille"

lead: In an effort to adapt to the rise of mobile devices, Zynga is shifting its focus from the original Web game to mobile games, foreign media wrote today. But in the process, there are many challenges to overcome.

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To reverse the fate, Zynga has been betting heavily on mobile games and has launched a mobile gaming network for players to connect with each other. But there is still controversy over how to deploy the transition.

Last month at Zynga's San Francisco headquarters, the company's chief mobile officer, David Ko, convened a meeting of casual David Coh engineers and designers to discuss mobile games scheduled for release this fall. During an hour-long meeting, they discussed the question of whether they should continue to provide games for free, or ask users to download them for a fee.

However, the meeting has been fruitless, in part because Zynga is still studying how to attract a large number of mobile users. "If we can't conquer social services on mobile devices, we're in trouble." David said to the team.

It also highlights the challenges that Zynga has faced in the field of mobile gaming during the transition.

Since its inception in 2008, Zynga has been offering free games such as "FarmVille" through Facebook, but it can profit by selling virtual goods. The business also boosted Zynga's $20 billion trillion in market capitalisation at last year's IPO.

However, there are fewer people playing games on Facebook today. In the second quarter of this year, Zynga's active Facebook users were only 141 million, down 16%.

This decline stems from the rise of mobile devices. Zynga says players from mobile devices are growing three times times faster than web games in the company's gamers.

As a result, the Facebook game, the core business of Zynga, is shrinking. Zynga suffered losses in the second quarter, and revenue growth slowed sharply from a year earlier. The company also lowered its full-year forecasts, leading to a plunge in share prices. Zynga has fallen 73% per cent to 2.72 dollars in Friday, compared with a $10 IPO last December.

With the combination of these factors, the importance of mobile games and their profit-making methods has reached unprecedented heights.

Mark Ping Pincus, Zynga's CEO, says he wants to build a huge network of players across multiple platforms in the mobile gaming arena. "I think mobile devices have the opportunity to become connectors to these experiences." "he said.

Zynga has launched 20 mobile games for Apple's iphone, 10 for Google's Android operating system and is still ramping up development efforts.

David Coh was promoted last week, reporting directly to the Cass, highlighting the importance of the mobile sector. His mission is to increase the number of users, enhance interactivity, attract repeat customers, while looking for a profit model.

For mobile games, making money is especially tricky. On the one hand, the mobile phone screen is small, there is not much space to publish ads. On the other hand, players in mobile phones and other mobile devices are often called "casual gamers," who are less willing to spend money on boosting gaming than PC players. It also raises the debate about whether mobile games should be free or paid for.

David Coh says he may follow the franchise model that Zynga uses in the Words with Friends mobile game. David Coh 2010 led Zynga's acquisition of the Words with Friends developers. Subsequently, the company will be "with Friends" brand launched a variety of games, including "Scramble with Friends" and "Matching with Friends".

Zynga also plans to launch a series of multiplayer games with the "with Friends" brand, allowing the game to be extended to a group of players, not just two players.

He also plans to use franchise mode in the "You Draw Me guess" (Draw somthings). The game's developer, Omgpop, has been bought by Zynga for $180 million this year. But since the acquisition, the game's players have fallen.

"We're going to try something different," David Coh said, "but all the things we do are not necessarily successful." ”

Internally, Zynga has also promoted game strategy through other changes. In the past, the company's studios have split the web game development team from the mobile gaming development team, but they are now in the same room.

"If someone says," There's a Web department, and there's a mobile department. "I'll tell them," No, there's only one department, and that's Zynga. "David Coh said.