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Zynga boosts games roster

Adds games and partners
Fri Sep 07 2012, 11:29
zynga-ipo

CASUAL GAMES OUTFIT Zynga has added some games to its social networking setup and several partners to its roster.

The firm said that its Zynga Platform gaming website is growing in popularity, both with users and with developers.

Essentially it is an alternate destination for people that want to play games like Farmville, while not being on Facebook. It now offers more than ten games, including Farmville 2. Excitingly for Zynga, it has also added its first third-party games to the website, four of them.

These are Sava Transmedia's Rubber Tacos, RocketPlay's Sports Casino, Majesco's Mini Putt Park and 50 Cubes' Fashion Designer.

"Our hope for the Zynga Platform goes beyond exposing our partner games to the 306 million monthly active users on the Zynga network. We want to build a true destination for play that makes it easier for our players to discover new games from different genres, while also helping our partners launch, promote, scale and grow their games," said Rob Dyer, VP of partner publishing at the firm.

"It's not a simple process. We spend countless hours and months before we launch games like Rubber Tacos and Sports Casino on Zynga.com, making sure our partners are fully supported with analytics, best practices, features that amp up social engagement, tech support and the like. This behind-the-scenes incubation period matters immensely - it ensures a seamless, more engaging experience for our players and what we hope will be a more successful game for our partners."

Financially Zynga is struggling. In July it posted revenue of $332m, with a net loss of $22.8m compared to $1.4m profit the year before. A month later its COO John Schappert, a former Electronic Arts executive, stepped down.

In July it blamed changing Facebook algorithms for costing it some player engagement. It is perhaps hoping that having its own destination website will help it avoid such losses. µ

 

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