CEO Mark Pincus elaborates on Zynga’s transition from web to mobile, announces today’s launch of Draw Something 2
In Zynga’s Q1 2013 earnings call, CEO Mark Pincus’ opening statement focused on Zynga’s transition from web to mobile. “Our next opportunities are clearly on mobile,” he says.
Pincus laid out three key concepts for Zynga now and moving forward. He says Zynga is focused on building games, a network and working on profitability.
On the games front, Zynga’s most recently released mobile game, midcore card battler War of the Fallen, is monetizing 15 times higher compared to Zynga’s “With Friends” franchise, Pincus said.
“We’re following a playbook proven on the web to lead on mobile with a disciplined approach. We’re encouraged by early execution,” Pincus says.
Pincus also announced Draw Something 2, the sequel to Omgpop’s hit Pictionary-like drawing game Draw Something, is launching today. The sequel was first revealed in a Tweet by radio and TV personality Ryan Seacrest back in March.
As for Zynga’s network, which consists of 253 million monthly active users (MAU) across all platforms, Pincus says that the company has 65 million MAU on mobile. To demonstrate the power of Zynga’s mobile network, Pincus says word game What’s the Phrase, the company’s only mobile release in Q1, reached the No. 1 spot on the top free iOS apps charts, two days after the company turned on cross-promotion for the game within its network.
“The best way that we can be competitive in the market and positively move customer acquisition is by investing in our network and by better leveraging our large audience,” says Pincus, in the Q&A portion of today’s earnings call.
Since Zynga already has a strong user base on the web, Pincus says Zynga will continue launching cross-platform games that connect web and mobile users, a strategy that has worked for other companies such as King.
Aside from Zynga’s release of What’s the Phrase in the U.S., the company did launch two real-money gaming titles — Zynga Plus Poker (review) and Zynga Plus Casino (review) — in the U.K. in April. Both games are powered by real-money games operator bwin.party.
Later this quarter, Zynga plans to launch a casual title for mobile called Running With Friends, an endless runner game, which has already soft-launched in Canada, and action role-playing game Battlestone, which we reported on at the end of 2012.