毫无疑问，在过去这段时间里Zynga一直经历着各种坎坷。面对着手机领域的爆发式发展以及Facebook游戏生态系统停滞不前，Zynga并不能快速 做出转变。与此同时，一些领悟性较强的公司已经开始创造自己的休闲和社交游戏，就像King和Kabam都比Zynga更能有效地应对这种市场变化。在这 一局势快速改变期间，Zynga未能有效做出调整的两大关键领域便是：平台策略和游戏内容。
这便是Zynga所面临的主要问题。比起今天市场上最受欢迎的游戏，Zynga的游戏已经不再具有吸引力，从而导致早期聚集的玩家基础以及应用内部购买的下滑。根据一些公开数据，Zynga所有游戏的日活跃用户平均收益（ARPDAU）大约在3至5美分。而像Kabam这些公司的ARPDAU均在50美分以上。并且像Supercell的《Hay Day》等休闲游戏的成绩也大大超过了Zynga的游戏。但是这并不意味着我们就需要去创造出更复杂的游戏。像King的《Candy Crush Saga》便是一个典型的例子，即有效利用了简单的理念（3消游戏）并进行适当调整而有效地吸引了玩家的注意并推动着他们消费。
就是在这方面上，Mattrick也许能够带给Zynga很大的帮助。对于将适当的游戏瞄准适当的平台运行这方面，他具有很足够的经验，而这也是当前Zynga迫切需要的。他曾创造并卖掉了自己的游戏公司（游戏邦注：Distinctive Software，在1991年被艺电所收购），他也曾致力于许多大受欢迎游戏的创造，如《极速快感》，《FIFA世界足球》以及《模拟人生》等。Mattrick也曾制定了非常有效的平台策略：早前在艺电中极力拥护数字平台，将Xbox Live的玩家从6百万玩家提升到5千万，并为Xbox用户基础的8倍增长（即获得8千万玩家）做出了巨大贡献。
Why ex-Xbox boss Don Mattrick may be Zynga’s savior
By now you’ve already heard the news about Zynga. In the latest turn of events for the embattled casual gaming company, Mark Pincus has stepped down as its CEO. In his place, Don Mattrick, the former president of Microsoft’s Xbox division, will be taking his place.
There’s no question that Zynga has been going through a rough patch. As the Facebook game ecosystem stagnated and growth in mobile erupted, Zynga failed to switch gears fast enough. Meanwhile, savvy companies who also got their start in casual and social games, like King and Kabam, have managed to handle the evolution of the market much more effectively than Zynga. During this critical period of change, the firm failed to adapt two critical areas: their platform strategy and their game content.
Even Zynga admits it was late to the mobile party – and others have taken advantage of that. While King and Kabam invested early in the space and were rewarded hugely as a result, Zynga lagged behind, sticking primarily to Facebook even as all signs pointed to a mobile gaming explosion. This was a major mistake on Zynga’s part.
Additionally, Zynga’s games are notoriously shallow. Titles like Farmville, while initially fun, can eventually feel like a glorified Skinner Box. Tap the screen and get a reward. This makes them easy to pick up and use, but the lack of depth means players are rarely challenged and the rewards start to feel hollow over time.
While these simplistic mechanics worked early on in the Facebook game ecosystem, the market seems to be getting tired of the classic Zynga “Ville-style” games. By comparison, modern free-to-play mobile and web games from top developers and publishers like King, Kabam, and Supercell incorporate deep, rich gameplay with real challenge and a real sense of accomplishment and reward.
This has become Zynga’s major problem. Their games just don’t engage players nearly as well as today’s market leaders, which leads to early drop-off and less in-app spending. Based on publicly disclosed figures, Zynga’s average revenue per daily active user (ARPDAU) is around 3 cents to 5 cents across its portfolio. Meanwhile, companies like Kabam are estimated to monetize at over 50 cents ARPDAU, roughly an order of magnitude greater monetization per user. And more casual games, like Supercell’s Hay Day, are also estimated to far outperform Zynga’s offerings. But that doesn’t mean the answer is to make every game overly complex. King’s Candy Crush Saga is a perfect example of taking a simple concept (match-3 games) and tweaking it enough to get players hooked and spending.
This is precisely where Mattrick may be able to help turn Zygna around. He has a long history of championing the right games for the right platform, which is exactly what the struggling firm needs. He created and sold his own game company (Distinctive Software, which EA bought in 1991), and he has since been responsible for establishing numerous hit franchises, like Need for Speed, FIFA Soccer, and The Sims. Mattrick has also called the right shots on platform strategy: championing digital platforms early on at EA, growing Xbox Live from 6 million players to 50 million players, and leading the eightfold expansion of Xbox’s base to 80 million players.
Zynga’s biggest problem right now is its lack of profitable mobile franchises. And Mattrick’s 25 years of game development experience and track record of building successful games, partnerships and platforms may be just what it needs. With Mattrick at the helm, Zynga could be primed for explosive growth. After all, Zygna definitely has the resources to mount a comeback. The company still have the largest free-to-play user base in the world, one of the biggest balance sheets in the industry, a high-scale technical infrastructure, and analytics expertise. But perhaps most importantly, Zynga also has hundreds of talented employees who, with the proper motivation and creative leadership, are capable of creating great games.
All Zynga needs is the right person to steer it back on track, and Mattrick may be just the man to do it.(source:venturebeat)