I have been sinful these days.
Recently, in a bid to find out why some of my friends are heavily addicted to Facebook games, I decide to try out Zynga’s games in Facebook. It owns more than 10 games of which the more familiar and successful ones I know are Farmville, Cafeworld, Roller Coaster Kingdom and the relatively recently launched Fishville. The games are essentially based on economics and leverages on social networking to proliferate. The highly addictive nature stems from being able to “build up a virtual self worth” and how we can compare it with others. I thoroughly enjoyed myself playing the free aspect of the games, building my “empire”. I stayed clear of the paid side of the games (those allowing you to purchase virtual items to accelerate the building of your “net worth”).
I had a real shocker when Farmville published that they managed to raise more than half a million dollars for charity. How did they manage that?
So i did a little research and found amazing things about their business model:
1) Low cost
Creating an application in Facebook is relatively low cost compared to high capital investment industries like infrastructure and manufacturing. You’d just have to outsource the programming to an IT company or even individuals to do so. Moreover, the games are played on a repetitive basis so lesser development goes into building a complex game engine or storyline or graphics (unlike WOW).
2) High Margins
Games like Farmville sell items using a virtual currency. Items are sold on a per item basis. Having an intermediate currency disassociates the buyer from the real price of the virtual good/item bought but at the same time, creating the same level of joy of obtaining as a real item. Essentially, Zynga sells “happiness”.
3) Sticky games
Games developed by Zynga keeps you coming back for more and entrenches you deeper and deeper as you progress. No one wants to lose an empire after spending so much time invested in it. A
4) Customers are the sales force
This has become so much apparent that the feeds on profiles have become spammy in a sense. However, it is tolerable as it works on a permission basis and friends do not mind something if it is posted by yourself. In fact, with the trust set already, the friends looking at the profiles would tend to want to get involved as well. There isn’t a need to even place an advert on Facebook to get more customers. Users do it for Zynga by putting such ads on the highly demanded real estate on their profile page. Another indicator of a strong sales force is the number of reviews outside Facebook itself.
5) Repeat Customers
A facebook user does not only play one Zynga game but several of them at the same time. Essentially, Zynga upsells when they can as well as seen by the ads in the games.
6) Huge base of Customers
Not everyone will purchase something. Just like me. However, you can see that Farmville alone has about 60 million active users. There are more than 10 games and still more coming up I believe. To make a rough estimation. If 1 in every 600 people makes a regular purchase of $1 daily (really a pinch of salt for many of us), it is already a daily revenue of $100,000 for Farmville!
If there is a chance of investing in Zynga, no doubt I will put some $$ in it.
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