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Zynga (ZNGA : NASDAQ : US$14.69)
Online game maker Zynga announced it is introducing a platform to play its games on its own website,providing Facebook users another avenue for gaming. To this point, Facebook gaming has generated 93% of Zynga’s revenue.
CEO Mark Pincus said, “It’s our hope that out Platform partners, and eventually anyone in the industry, can extend the reach of their games and connect to even more players on Zynga.com. Later this year, we’ll make our platform available for all social game developers through a Zynga API…We’re proud to be a part of Facebook’s ecosystem and we built Zynga.com to complement their pervasive social graph. Zynga.com will be one of the first sites completely integrated with Facebook which has become the world’s social dial-tone.” Most are calling the move a positive for Zynga as it opens another avenue for users; however many are more interested in the impact to Facebook. Currently, Zynga games make up 12% of Facebook’s ad revenue
and Facebook has an agreement with Zynga until May 2015 that states it will retain a fee of up to 30% of the value of user purchases in Zynga games purchased on Facebook.
While the new website does create another platform for gamers, they can still login to the site using their Facebook ID and use Facebook credits to purchase games. Additionally, the bulk of Zynga traffic is still expected to be on Facebook’s site.
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