Harvard Case - Zynga (A)
"Zynga (A)" Harvard business case study is written by Mikolaj Jan Piskorski, David Chen. It deals with the challenges in the field of Strategy. The case study is 28 page(s) long and it was first published on : Feb 25, 2010
At Fern Fort University, we recommend that Zynga pursue a multi-pronged growth strategy focused on strategic acquisitions, product diversification, and leveraging its existing platform for new revenue streams. This approach will capitalize on Zynga's core competencies in game development, monetization, and user engagement while navigating the evolving landscape of the mobile gaming industry.
2. Background
Zynga, founded in 2007, quickly rose to prominence with its social games like FarmVille and Words with Friends. However, the company faced challenges as the market shifted towards mobile gaming and competition intensified. The case study focuses on Zynga's strategic decisions in 2010, including its acquisition of Draw Something, a mobile game with significant user engagement.
The main protagonists are Mark Pincus, Zynga's founder and CEO, and his team, who are navigating the company's growth trajectory in a rapidly changing market.
3. Analysis of the Case Study
Strategic Analysis:
- SWOT Analysis: Zynga possessed strengths in its established brand, large user base, and game development expertise. However, it faced weaknesses in its dependence on Facebook, limited mobile game portfolio, and potential for user churn. Opportunities lay in the burgeoning mobile gaming market and potential for international expansion. Threats included intense competition from established players and emerging startups.
- Porter's Five Forces: The gaming industry was characterized by high competition, low barriers to entry, and bargaining power of buyers (users). The threat of substitutes was significant due to the wide range of entertainment options available.
- Value Chain Analysis: Zynga's value chain consisted of game development, user acquisition, monetization, and customer support. The company's focus on user engagement and leveraging social networks was crucial to its success.
- Business Model Innovation: Zynga's initial success was based on the freemium model, offering free games with in-app purchases. This model needed to be adapted for the mobile market, requiring a focus on user experience, monetization strategies, and engagement through new game mechanics.
Financial Analysis:
- Zynga's financial performance was strong in its early years, fueled by the success of its Facebook games. However, the company faced declining revenues and profitability as the market shifted towards mobile. The acquisition of Draw Something presented an opportunity to diversify its revenue streams and tap into the mobile market.
Marketing Analysis:
- Zynga's marketing strategy relied heavily on social media and viral marketing, leveraging its large user base to drive growth. The acquisition of Draw Something presented an opportunity to reach new audiences and expand its marketing reach.
Operational Analysis:
- Zynga's operations were focused on game development, user acquisition, and monetization. The company needed to adapt its operational processes to the mobile gaming environment, including optimizing game design for mobile devices and developing new monetization strategies.
4. Recommendations
- Strategic Acquisitions: Zynga should continue to pursue strategic acquisitions of mobile game studios and developers with proven track records and innovative game concepts. This will allow Zynga to quickly expand its mobile portfolio and tap into new user segments.
- Product Diversification: Zynga should focus on developing a diverse portfolio of mobile games across various genres, including casual, mid-core, and hardcore games. This will reduce its reliance on any single game and cater to a wider audience.
- Leveraging Existing Platform: Zynga should leverage its existing platform, including its user base and social network integration, to create new revenue streams. This could include offering in-game advertising, developing cross-platform games, and launching subscription services.
5. Basis of Recommendations
- Core Competencies and Consistency with Mission: The recommendations align with Zynga's core competencies in game development, user engagement, and monetization. They also support its mission to connect the world through games.
- External Customers and Internal Clients: The recommendations address the needs of external customers (gamers) by offering a diverse range of engaging games. They also consider the needs of internal clients (employees) by providing opportunities for growth and innovation.
- Competitors: The recommendations aim to position Zynga competitively by expanding its mobile game portfolio, leveraging its platform, and acquiring innovative studios.
- Attractiveness: The recommendations are based on the potential for increased revenue, market share, and user engagement. The financial viability of these strategies can be assessed through detailed financial modeling and analysis.
6. Conclusion
Zynga faces significant challenges in the evolving gaming landscape. However, by pursuing a multi-pronged growth strategy focused on strategic acquisitions, product diversification, and leveraging its existing platform, the company can navigate these challenges and achieve sustainable growth.
7. Discussion
Alternatives not selected:
- Organic growth: While organic growth is possible, it may be slower than acquiring existing mobile game studios.
- Focusing solely on casual games: This could limit Zynga's appeal to a wider audience and expose it to increased competition.
Risks and Key Assumptions:
- Acquisitions: Successful integration of acquired studios is crucial.
- Product development: Developing successful mobile games requires significant investment and expertise.
- Market trends: The mobile gaming market is constantly evolving, requiring Zynga to adapt its strategies accordingly.
8. Next Steps
- Identify potential acquisition targets: Conduct due diligence on promising mobile game studios and developers.
- Develop a diversified mobile game portfolio: Prioritize the development of games across various genres.
- Explore new revenue streams: Implement strategies to leverage Zynga's platform for new revenue opportunities.
- Monitor market trends: Continuously assess the evolving mobile gaming landscape and adjust strategies accordingly.
This roadmap will guide Zynga towards a more sustainable and profitable future in the dynamic world of mobile gaming.
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Case Description
In January 2010 Mark Pincus is deciding how to double the number of Zynga games' players to 500 million without sacrificing profitability. These ambitious growth plans required changes to product, corporate strategy, and customer acquisition and retention. With regard to product Pincus needed to decide to invest in evolving the successful games or develop new games. With regard to corporate strategy, Pincus had to choose whether each game should compete on its own, or force every game to build functionalities that support other Zynga games too. Finally, to ensure customer acquisition and retention Pincus faced the choice between deepening commitment to Facebook or developing its own distribution channels.
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