Zynga goes mobile-first to stem declining social business

Zynga goes mobile-first to stem declining social business
Aaron Lee

By Aaron Lee

March 4th 2014 at 12:18PM

FarmVille-maker promises more personalised gameplay and lightning-fast performance from its mobile titles

Zynga is taking a mobile-first approach to its game development as its moves to make up lost ground in the rapidly expanding mobile market.

Zynga COO Clive Downie explained on the social game maker’s blog that the company will be pursing a mobile-first business starting with the launch of three of its popular brands, including FarmVille 2 and Words With Friends.

“Today I am excited to share with you our plans to deliver a high quality mobile experience for each of your favourite franchises,” wrote Downie.

“These new mobile games are for you, by you. We listened closely to all of your feedback over the years and leveraged your insights to create new experiences that honour the games you’ve come to love, yet deliver the fresh unique features and gameplay you’ve been asking for.”

Zynga’s fortunes have not been positive in the mobile arena to date. Only a handful of its titles were made available as app for tablets and mobiles, and many of its biggest franchises were notably ascent.

Following a major management shake-up last summer and a round of layoffs, the company has aggressively been attempting to turnaround its fortunes in the social gaming market, even as competitors such as King have storm ahead, with some 93m daily active users for its mobile smash, Candy Crush Saga.

In January, Zynga bought NaturalMotion, owner of Boss Alien, for $527m in a move that CEO Don Mattrick said will “accelerate our mobile growth and bring next generation technology and tools to Zynga that we believe will fast track our ability to deliver more hit games”.

Zynga’s first set of mobile games under this new mobile-first initiative include FarmVille 2: Country Escape, the New Zynga Poker and New Words With Friends. All three titles are launching soon in select markets and will be available worldwide in the coming months.