Zynga Case Study 1
Case Study : Zygna
Advanced Management Program
Individual Assignment
By: Eric Koh
1. Key Assumptions in the Business Canvas Model
Zygna take the positions that individuals in the virtual world subscribe to the Maslow hierarchy & that there is a desire to self-actualize. Games that appeal to such a need with ease of play, understanding, interact ability & connectivity will have wide appeal as it gives gamers ability to achieve what it can’t be seemingly doable in the real world in a short time (for example; farming, mafia, building kingdoms) i.e. “the augmented reality” and importantly to socialize with long distant, old, acquaintance, friends and make new friends.
2. Testing of key assumptions in the Canvas:
No
Assumptions
Testing Methods
1
Customers like long term value and value defined as productivity and entertainment.
Beta roll out.
Geographical Test.
2
Gamers appeal to all ages and people like to be connected through games via in games activities that allow gamers to demonstrate either competencies or friendliness.
Pilot.
Engaged Behaviour research scientist to test human tendencies. 3
Self –Actualization; achievement (level up) via augmented reality and will pay for it (People are competitive)
Pilot and set trial price.
Conjoint analysis on attributes. 4
Advertisers will pay for impressions or campaigns to gain mind share
Using Zynga other games to test mindshare and adoption. 5
Certain % of the gamers will be franchise gamers hence large population needed to create base.
Correlation analysis and on behaviours.
6
Building on existing platform (Eg. Facebook) allows for focus, scalability, data mining etc
Load testing to test sustainability
7
Creating a high velocity eco system by harnessing on social network (posting on Facebook) and creating more complexity for hard core gamers. Also games convergence.
Examine historical trends of past facebook posting to understand motivations. Pilot test. 8
Gamers are
Advanced Management Program
Individual Assignment
By: Eric Koh
1. Key Assumptions in the Business Canvas Model
Zygna take the positions that individuals in the virtual world subscribe to the Maslow hierarchy & that there is a desire to self-actualize. Games that appeal to such a need with ease of play, understanding, interact ability & connectivity will have wide appeal as it gives gamers ability to achieve what it can’t be seemingly doable in the real world in a short time (for example; farming, mafia, building kingdoms) i.e. “the augmented reality” and importantly to socialize with long distant, old, acquaintance, friends and make new friends.
2. Testing of key assumptions in the Canvas:
No
Assumptions
Testing Methods
1
Customers like long term value and value defined as productivity and entertainment.
Beta roll out.
Geographical Test.
2
Gamers appeal to all ages and people like to be connected through games via in games activities that allow gamers to demonstrate either competencies or friendliness.
Pilot.
Engaged Behaviour research scientist to test human tendencies. 3
Self –Actualization; achievement (level up) via augmented reality and will pay for it (People are competitive)
Pilot and set trial price.
Conjoint analysis on attributes. 4
Advertisers will pay for impressions or campaigns to gain mind share
Using Zynga other games to test mindshare and adoption. 5
Certain % of the gamers will be franchise gamers hence large population needed to create base.
Correlation analysis and on behaviours.
6
Building on existing platform (Eg. Facebook) allows for focus, scalability, data mining etc
Load testing to test sustainability
7
Creating a high velocity eco system by harnessing on social network (posting on Facebook) and creating more complexity for hard core gamers. Also games convergence.
Examine historical trends of past facebook posting to understand motivations. Pilot test. 8
Gamers are