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What Zynga's Revamp Says About Mobile Gaming

The gaming company's change in strategy could indicate a shift in the gaming market toward realistic, social experiences, with a heavy emphasis on mobile.

In an indication of where the mobile gaming space might be headed, earlier this week Zynga announced that it's going to launch new mobile games that emphasize realism and social interactions between players.

Before the end of March, Zynga will roll out Farmville 2: Country Escape, and will update established titles Words With Friends and Zynga Poker in undisclosed markets. The games will launch officially in June as Zynga attempts to rebuild its image as a mobile gaming company, Reuters reported.

According to VentureBeat, the redesign of Zynga Poker is in response to consumer demands that the game be more elegant and realistic--moving away from the cartoonish look of games like Candy Crush Saga and Angry Birds. The game will also incorporate more social features.

"We had to think about what matters, about how we want our players to feel. It's more social, with an emphasis on quality, immersive and personal, like you have permission to dream, play, and win," Nick Giovanni, the creative director of the mobile version of Zynga Poker told VentureBeat.

Farmville 2: Country Escape will also emphasize social elements, such as letting players trade goods in the game, Reuters reported.

Named CEO of Zynga last July, Don Mattrick admitted that the company was slow to transition to mobile and was too reliant on selling goods to users via Facebook's platform.

"We are trying to make sure the company becomes a content leader in free play...we are paying more attention to consumer research. We're spending time thinking about how our experiences are differentiated relative to the competition," Mattrick said in an interview with VentureBeat.

IMAGE: Courtesy Company
Last updated: Mar 5, 2014


Abigail Tracy is a staff reporter for Inc. magazine. Previously, she worked for Seattle Metropolitan magazine and Chicago magazine.

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