Zynga 2011 Annual Report Download - page 7

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Table of Contents
Our Social Games
We design our social games to provide players with shared experiences that surprise and delight them. Our social games leverage the
global connectivity and distribution on Facebook, other social networks and mobile platforms, such as Apple iOS and Google Android. In
addition to third-party platforms, we announced Project Z, our own platform that will allow people to find games through friends and friends
through games. Project Z is currently under development and will be available through Zynga.com. Our games are free to play, span a number of
genres and attract a community of players that is demographically and geographically diverse.
We operate our games as live services and update them with fresh content and new features to make them more social, enhance player
engagement and improve monetization. We analyze the data generated by our players’ game play and social interactions to guide the creation of
new content and features. We use this ongoing feedback loop to keep our games compelling and enhance the player experience.
Some of our leading games include CityVille, Zynga Poker, FarmVille, CastleVille , FrontierVille, Mafia Wars and Word with Friends . In
the first quarter of 2012, we launched several new games, including Hidden Chronicles, Zynga Bingo, Scramble With Friends, Slingo and
Dream
Heights
.
Virtual Goods
Our primary revenue source is the sale of virtual currency that players use to buy in-game virtual goods. Some forms of virtual currency
are earned through game play, while other forms can only be acquired for cash or, in some cases, by accepting promotional offers from our
advertising partners.
3
•
Enhance Existing Franchises.
We will continue to enhance our market
-
leading franchises including
CityVille
FarmVille
Words
with Friends and Zynga Poker . We regularly update our games after launch to encourage social interactions, add new content and
features and improve monetization.
•
Launch New Games.
We will continue to invest in building new games to expand the genres of games that we offer, further engage
with our existing players and attract new players.
•
Continue Mobile Growth.
We believe there is a large opportunity to extend our brand and games to mobile platforms such as Apple
iOS and Google Android. We will continue to make our games accessible on a large number of mobile and other Internet-connected
devices and invest in developing and acquiring mobile development talent, technologies and content.
•
Continue International Growth.
We have seen significant growth in the number of our players in international markets. Our games
are available in up to 17 languages. We intend to expand our international audience by making more of our games available in
multiple languages, creating more localized game content and partnering with leading international social networking sites and
mobile partners.
•
Extend our Technology Leadership Position.
Our proprietary technology stack and data analytics are competitive advantages that
enhance our ability to create the world’s best social games. We will continue to innovate and optimize our network infrastructure to
cost
-
effectively ensure high performance and high availability for our social games.
•
Increase Monetization of Our Games.
We plan to offer increased selection, better merchandising and more payment options to
increase the sales of our virtual goods. Our players purchase these virtual goods to extend their play sessions, personalize their game
environments, accelerate their progress or send unique gifts to their friends. We will also continue to pursue additional revenue
opportunities from advertising, including branded virtual goods and sponsorships.