作者：Brian Crecente

Zynga最近打算公开发售大量股票，这促使大众对这家《FarmVille》和《黑手党战争》背后的公司格外关注。有些经验非常值得电子游戏公司借鉴。

Zynga创始人马克·平卡斯表示，公司的成功是建立在弘扬“企业家精神以及冒险进行突破创新。”

以下是该公司遵循的7大方针。

farmville(from farmvillefreak.com)

1. 创造简单而有趣的游戏：你或许认为《FarmVille》会很快过时，但有成千上万的休闲玩家对其情有独钟。这是因为游戏容易上手，易于同好友分享。

2. 游戏发行后要持续跟进：和主流掌机游戏发行商不同，Zynga会持续跟进推出作品，追踪玩家体验情况（《CityVille》、《FarmVille》、《FrontierVille》、《Words with Friends》和《Zynga Poker》都不断推出更新内容）。

3. 推出新作品，而非单制作续集：Zynga显然单凭《FarmVille》和《Words with Friends》之类的作品就能够获得丰厚营收，但他们没有这样做。就在不久前他们推出一款全新作品《Empires & Allies》，这款游戏如今已跻身Facebook榜单第二。

4. Facebook表现卓越，但手机平台亦不容忽视：Zynga的主要营收来自Facebook，没有该平台他们将陷入困境。但这并不表示他们无视手机等其他平台。为什么呢？因为这能够提高公司知名度。

5. 先瞄准美国，再打入国际市场：Zynga的主要营收来自美国市场。他们计划未来对游戏进行本土化处理，然后推向海外市场。

6. 流畅的在线体验：Zynga深知优质在线游戏主要依托优秀技术，需确保玩家能够快速进入游戏，开始体验。

7. 扩宽营收渠道：《FarmVille》和《CityVille》简直就是印钞机。Zynga最近侧重通过大量微交易获此丰厚营收，此外还通过赞助、品牌植入和广告创造财富，这也是他们未来发展目标。（本文为游戏邦/gamerboom.com编译，如需转载请联系：游戏邦）

Seven Lessons Activision and EA could Learn From Zynga

By Brian Crecente

Zynga’s massive billion dollar public offering came packed with plenty of insight into the company behind FarmVille and Mafia Wars. There’s even a few lessons that Activision and Electronic Arts could stand to learn… or relearn.

According to Zynga founder Mark Pincus, the company’s success is built on encouraging “entrepreneurship and intelligent risk taking to produce breakthrough innovations.”

Here’s how he did that. Pay attention Activision and Electronic Arts, here’s how you can make (more) billions too!

1. Make games easy and fun: You (and I) may think FarmVille gets old very quickly, but hundreds of millions of casual gamers love it. That’s because the games are easy to get into and easier to share with friends.

2. Don’t forget about a game once you publish it: Unlike some major console game publishers, Zynga never seems to forget the games they make or the people that play them. CityVille, FarmVille, FrontierVille, Words with Friends and Zynga Poker: They all get regular updates still.

3. Make new games, not just sequels: Sure Zynga could sit back and bask in the flow of cash rolling in off of games like FarmVille and Words with Friends, but they don’t. Just last month they launched an entirely new franchise, Empires & Allies, and it’s already number two on Facebook.

4. Facebook is fine, but what about cell phones: Zynga’s bread and butter is Facebook, without it they would go under. But that doesn’t mean they ignore other platforms, like the cell phone. Why? Because it makes them even more of a household name.

5. First the U.S., next the world: Zynga’s massive profits are almost entirely driven by the United States. They haven’t even begun to localize, but they’re going to.

6. Silky smooth online play: Zynga knows that good online games are only as good as the technology making sure people can get to a game quickly and play. So they invest heavily in infrastructure.

7. Why stop at a billion when you could hit a trillion: FarmVille, CityVille? They’re really just money printed machines…. don’t tell anyone. Sure Zynga pulls in the loot through billions of micro-transactions, but they could make even more money through sponsorships, in-game branding and advertising, so they will. （Source：kotaku）