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John Schappert谈Zynga上市后的下步举措

发布时间:2011-12-19 16:02:13 Tags:,,

作者:Eric Eldon

Zynga股票开盘每股10美元,首日收盘下跌5%,在此之前其股价还出现小幅上涨。但就如Schappert所述,Zynga着眼于长远目标,其投资者也应该基于此考虑。

他就公司过去几周向投资者展示的介绍视频进行补充,谈及公司在社交和手机平台的扩张计划,及国际市场发展策略。

John Schappert(from vator.tv)

John Schappert(from vator.tv)

现在你们已经上市——可喜可贺,是否有什么变化?你们计划如何利用这些新资金?

就像我们在说明会上说过的,我们因此能够在未来的游戏领域投入更多资金,尤其社交游戏,我们认为这是未来游戏的前进方向。

关于发展,我们有很多不同领域能够选择。我们投资既有作品促进销售(游戏邦注:主要是虚拟商品交易之类的创收活动)。我们还着手新项目和新类型,如《Castleville》,这款游戏刚于Facebook发行不久。

这也意味着我们将进行更多国际化扩张。我们1年前通过《CityVille》首次尝试进行本土化。

能否谈谈你们基于语言、国家或地区的具体本土化策略?

我无法具体到国家。《CityVille》于1年前发行,这是我们首次在发行时便将游戏本土化至5种语言。

现在我们基于众多语言发行作品,我们将继续添加更多语言。我们已将此植入引擎中。

除此之外,我们还在本土化付费渠道上有所突破。2个月前,若玩家在欧洲购买游戏虚拟商品,依然要通过美元付费。现在他们能够通过欧元和英镑购买商品。

国际市场是我们未来会继续投资的领域。

你们在其他平台有什么计划——手机和Google Plus?你们现有1300万手机活跃用户?

我们已进入大量投资。我们曾说要将自己的手机业务扩大10倍,将DAU发展至1100多万。

Google Plus还处在初级阶段,我们希望谷歌会继续在此投资。希望这会变成很棒的平台。

我们入驻中国腾讯,它和谷歌很像。腾讯非常投入自己的平台。

他们都是拥有众多用户的大公司,我们基于他们的社交平台开发游戏。

能否详细谈谈你们在腾讯的进展情况——自几个月前发行内容以来,你们所取得的初步成绩如何?

我无法透露有关腾讯的具体细节内容。现在还处在非常初级的阶段。我们在本土化上投入很多,尤其是内容。现在真的还很初步。

但我们对自己在手机平台的表现颇感自豪。若你查看AppData及我们的Facebook DAU,将我们的手机平台数据同我们的主要Facebook竞争对手相比就会发现,我们的表现很突出。现在《CityVille Hometown》、《FarmVille Express》及《Words With Friends》即将有自己的全新手机平台引擎。

当我们查看手机平台时,我们不会单独说作品属于手机平台,而不属于社交平台。我们基于各设备制作社交游戏,这样玩家就能够随处进行体验。

相比当前业务核心——虚拟商品交易而言,你认为广告收入会有什么发展趋势?

我们无法提供任何预测,但我们在说明会上有谈到广告部分,有说到这块收入已提高160%——相当迅速。我们将其看作充满机会的美好领域。用户粘性是我们s-1文件的主要内容。我们目前的MAU是2.27亿。大品牌很看重这一点。我和梦工厂合作《功夫熊猫》,除此之外还有很多其他合作项目。

我们通过独特方式将广告商的品牌植入游戏。《Cityville》中的百思买就出现1.1亿次互动行为。

你们如何看待谷歌的Android平台?其开发热度并不如iOS平台,虽然此系统的设备颇受用户的青睐。

谷歌继续完善自己的市场,继续深入投资和开发这片领域。市场出现许多新设备,圣诞假期将诞生更多新设备,同Kindle Fire、iPad和其他平板电脑和手机一样变成热门圣诞礼物。

这里产生的激活效应非常惊人。我不会具体分析《Words With Friends》在Kindle的运作情况,但这是款热门手机游戏。我的意思是,用户会在禁止玩手机的飞行过程里玩这款游戏。

在看到投资者给予公司首次公开募股的反应后,你们有没有什么信息要传递给他们?

我们想向投资者传递的信息和说明会上的一样。我们从长远角度出发,我们所做的不是短期决策。这不是某天或某小时的决定。我们着眼于长远运作,着眼于Zynga的长远发展,通过游戏联系世界,这也是大家的希望所在——社交游戏和体验的未来。

有如此多新资金后,你们在收购和招聘方面是否会什么新举措?例如,你们是否会着眼于收购更大型的公司?

想要加入Zynga的求职者需登陆我们的网站进行申请。关于并购,我们还是保持相同态度(游戏邦注:积极寻求更大规模的团队、工作室和IP),这能够增加公司的筹码。Conduit Labs制作出《Adventure World》,而《CastleVille》则出自Bonfire之手。

就更大规模收购而言?我们瞄准各种规模的不同公司,我们会着眼于哪种收购更具可行性。

关于大家对Zynga的看法,你是否还有什么要说?

很多人只看当前,不看后续发展。但最令人我们感到自豪的是公司的后续发展。我们的用户富有粘性,目前Facebook的5款热门作品全部出自我们手中,有些作品已推出好几年,鲜有其他公司能做到这一点。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

Zynga COO John Schappert On Going Public, And What’s Coming Next

By Eric Eldon

Zynga is still in its quiet period for another 24 days after going public yesterday, so chief operating officer John Schappert wouldn’t answer my more specific questions about the company’s future plans when I talked to him last night.

After opening up at an aggressively priced $10 per share, the company had a slight pop before closing down 5% yesterday. But as Schappert emphasizes to me in the interview below, ZNGA is here for the long-term and its investors should be thinking that way, too.

He adds some color to the roadshow video the company has been showing investors over the last couple weeks, discussing the company’s expansion plans across social and mobile platforms, and internationally.

TechCrunch: Now you’re public — congrats. What’s changed now? How do you plan on spending the new money?

John Schappert: Like we talked about on the roadshow, we have a larger bank account to invest in future of gaming, notably social gaming, which we think is where play is headed.

When we think of growth, there are a few different areas. We’re investing in existing games to drive bookings [revenue-generating events like the purchase of a virtual good]. We’re also working to create new franchises and genres, like Castleville, which we recently launched on Facebook.

That also means more international expansion. We’ve just started localizing a year ago with CityVille.

TechCrunch: Can you tell me more about your specific approach to localizing by language, country or region?

John Schappert: I can’t go down to country. But CityVille launched a year ago, and it was our first game that was localized into five languages at launch.

Now, we launch in a dozen languages, and we continue to add more. We’ve built it into the engine.

Related to that, we’re making progress with localizing payments. Two months ago, if you were in Europe and purchasing virtual goods in games, you were still buying in US dollars. Now you can buy in the euro and the pound.

International is an area we’re going to continue to invest in.

TechCrunch: What about your plans for other platforms — mobile, Google Plus? You’re now at 13 million mobile daily actives?

John Schappert: We’ve invested heavily. We’ve already talked about growing mobile by ten times to more than 11 million DAUs.

It’s still early on Google Plus, we still have hopes that Google will continue to invest there. Hopefully it’ll turn into a nice platform.

We’re also on Tencent [a leading web copmany] in China. And they’re like Google. They’re very dedicated to it.

They’re both big players with lots of audience, who we’ve built great social games for.

TechCrunch: Can you tell me any more about how Tencent is going — what are the early results, since it launched a few months ago?

John Schappert: I can’t give much detail on Tencent. It’s still very early for us. We’ve spent a lot of time on localizing localize. even more with content. very early going for us.

But we’re very proud about mobile. If you look at AppData, and at our Facebook DAU, and compare our mobile stats to our closest competitor on Facebook, you’ll see that we compare quite favorably. We have new game engines on mobile coming out now for CityVille Hometown, FarmVille Express, Words With Friends….

I would say when we look at mobile, we don’t separate by saying they’re mobile not social. We create social games on every device, so you can play anywhere and everywhere.

TechCrunch: How do you expect ad revenue to grow versus virtual goods, which is currently the core of your business?

John Schappert: We can’t provide any forward projections, but in the roadshow we talked about ads, how they’ve grown 160% — very fast. We do see it as a nice area of opportunity. engagement… all our s-1 stuff. We’re reaching 227 million monthly active users. Big brands love that. We’re partnered with Dreamworks for Kung Fu Panda, and lots of others.

We offer unique ways to integrate advertisers into games. Best Buy in Cityville was interacted with 110 million times.

TechCrunch: How do you feel about Google’s efforts with Android, lately? It’s not getting the same results for developers as iOS, even though it is getting bought like crazy.

John Schappert: Google is continuing to improve marketplace, continuing to invest and further develop it. There are also a lot of new devices, and more coming this holiday season with Kindle Fires and iPads and other tablets and phones showing up under Christmas trees.

The activation on all of this is pretty spectacular. I can’t break out how Words With Friends is doing on the Kindle but it’s a top mobile game. I mean, people play it even when they shouldn’t on airplanes….

TechCrunch: What message do you have to investors after seeing how they reacted to your initial offering today?

John Schappert: Our message to investors one day in is the same as on the road. We look at this for the long-term, we’re not making short-term decisions. It’s not single day or single hour. We’re looking at the long-term of play, the long-term of Zynga and connecting the world through games, and that’s hopefully what people are investing in — the future of social gaming and play.

TechCrunch: How should people expect you to go about acquisitions and hiring now that you have all this new money in the bank? Are you looking at bigger companies to buy, for example?

John Schappert: People who are thinking about working at Zynga should go to our web site and apply. With respect to M&A, it remains the same — we’re actively looking for great teams, studios, IP…. when we find those, it’s a great add to our company. Conduit Labs built Adventure World, CastleVille is from Bonfire.

In terms of larger acquisitions? We’re looking at a lot of different companies of all different sizes, and we’ll see what makes sense.

TechCrunch: Any parting thoughts about what people should understand about Zynga today?

John Schappert: A lot of people watch things and don’t watch follow-up. But what we’re most proud of is follow-up. Our users stay engaged — we have five out of the five top games on Facebook today, and some of the titles are not new — and that’s something very few people can say.(Source:techcrunch


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