Gibeau explained his interest in making Zynga’s mobile games playable on other platforms. It’s the company’s first cross-platform game on console and FarmVille 3 was its first cross-platform launch on macOS. Zynga’s next big game release is Star Wars: Hunters, which is soft launching on Android in select markets next week and testing on iOS and Switch in the New Year, Gibeau said. It’s a very lucrative place for us to be and a great feeder of users into our network that ties into our ambitions to create an at-scale publishing and advertising platform that will be a growth driver for us into 2022 and beyond,” said Gibeau. These are very inexpensive games that reach massive audiences and utilize advertising as its primary means of monetization. “If you look at the number of installs on the app stores, hypercausal is the largest category. In the third quarter, Zynga nearly doubled its advertising revenue over the prior-year period, said Gibeau, attributing its success to Rollic, an Istanbul-based game studio that Zynga acquired a year ago that helped it become a top-three publisher in the category. Rocking hypercasualĪlthough 80% of Zynga’s business is subscriptions and microtransactions from in-app purchases, a fifth of the company’s revenue is from advertising, a fast-growing segment being driven by the popularity of hypercasual games, which are games with simple interfaces that can typically be played in fewer than 30 seconds. “Over the long term, Apple is building a capable platform to support a healthy advertising market while protecting player privacy, and we’re happy to work with them on this,” he said. It’s more a function of time than there’s not going to be a solution,” he said. “There are a lot of smart people attacking this problem. Zynga is also partnering with Unity, Google and Iron Source, among others, to find ways to better target players. First-party data allows us to build models that make predictions about the types of returns or auctions that would be beneficial to us,” he said. “We have a lot of data about what happens when players come into our games, the events they play and what advertisers are doing in our existing supply. The key to navigating this period has been how we use our first-party data with the Chartboost platform,” he said, referencing the ad network Zynga acquired earlier this year. “I’m happy to report that we feel the worst is behind us and we are scaling up our spending for new games as we head into the fourth quarter. 2 spots on the top free iPad and iPhone app store, respectively, after its November 4 launch. Gibeau said they waited to launch FarmVille 3 until growth rates returned, and he was excited to see the game shoot to the No. To navigate, we pulled back on our ad spend and began to experiment with new tools and techniques, and by September, we started to see yields come back to normal.” “We were one of the first ones out of the chute with the combination of IDFA and the great reopening demand issues. “The midpoint of this year was tough,” Gibeau told TechCrunch. Among those most affected were ad platforms like Snapchat, advertisers like Peloton and Zynga, which is both an ad platform and advertiser. Companies began to report a 15%-20% hit to revenue according to marketing firm Consumer Acquisition. New users gained during the lockdown dropped off in droves as pandemic restrictions lifted but as targeting became more difficult, acquisition costs soared. On April 26, when Apple changed its IDFA (Identifier For Advertisers) and required developers to use its ATT (App Tracking Transparency) tool to allow users to opt out of being tracked across iOS apps, it shook the mobile ad ecosystem. TechCrunch spoke with Zynga CEO Frank Gibeau on how the mobile game giant has been able to navigate the advertising crisis while making moves to expand cross-platform and onto the blockchain.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |