Some people manage to put food on the table by developing for the Xbox Live Arcade. Some people do that by developing exclusively for Xbox Live Arcade. Not Farmville developer Zynga, who wouldn’t touch the platform if it was filled with the bloatware Zynga used to encourage their users to download in exchange for poker chips.
“[Xbox Live’s] too small a demographic. Think about, of my friends, how many of them own an Xbox 360? Well, I’m a game developer and I even come from a triple-A space so we might even be in the double digits… 20 or maybe even 30 per cent of my friends might have an Xbox 360, but effectively 100 per cent of them have Facebook and effectively 100 per cent of them have a mobile phone. Of them, probably 90 per cent have a smartphone,” says Zynga’s chief game designer Brian Reynolds.
The Reach of Social Media and Mobile Platforms
Reynolds’ statement highlights a significant point about the reach and accessibility of social media and mobile platforms compared to traditional gaming consoles. Facebook, with its billions of users worldwide, offers a much larger audience for game developers. This vast user base is not only more accessible but also more diverse, encompassing a wide range of demographics. Mobile phones, especially smartphones, have become ubiquitous in modern society. The convenience of having a gaming device in one’s pocket at all times cannot be overstated. This accessibility allows for more frequent and spontaneous gaming sessions, which can be more appealing to casual gamers.
Moreover, the integration of social features in mobile and Facebook games, such as sharing achievements, inviting friends, and competing on leaderboards, enhances the gaming experience and encourages user engagement. This social aspect is a significant draw for many players, making these platforms more attractive for developers looking to create games with viral potential.
Monetization Strategies and User Engagement
Another critical factor is the monetization strategies employed by Zynga and similar developers. Games on platforms like Facebook and mobile devices often use a freemium model, where the game is free to play, but players can purchase in-game items, currency, or enhancements. This model can be incredibly lucrative, especially when combined with the social pressure of keeping up with friends or achieving higher scores.
In contrast, Xbox Live Arcade typically involves a one-time purchase or subscription model. While this can be profitable, it doesn’t offer the same continuous revenue stream that microtransactions provide. Additionally, the user base on Xbox Live Arcade is more discerning and may be less inclined to spend money on in-game purchases compared to the broader, more casual audience on social media and mobile platforms.
Reynolds’ observation about the demographic reach of Xbox Live versus Facebook and mobile platforms underscores a strategic decision for Zynga. By focusing on platforms with a larger and more engaged user base, Zynga can maximize its potential for user acquisition and revenue generation. This approach aligns with the company’s business model, which relies heavily on user engagement and microtransactions.
Also, Xbox owners can probably tell the difference between a game and a vapid treadmill designed to separate people with addictive personalities from their money. No big loss there, Xbox Live Arcade.
In conclusion, while Xbox Live Arcade offers a viable platform for many game developers, it doesn’t align with Zynga’s strategy and target audience. The broader reach and monetization opportunities provided by social media and mobile platforms make them a more attractive option for Zynga. This decision reflects a broader trend in the gaming industry, where developers are increasingly focusing on platforms that offer the greatest potential for user engagement and revenue.
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