Zynga's Treasure Isle: Economies of Scale in a Social World


There are two camps in the world of social gaming:- One side thinks that it has been won outright by Zynga - The other side believes that we are in the early innings of a nine-inning game No matter where you fall on this spectrum, it is clear that Zynga benefits greatly from their massive userbase (which they worked hard to amass). It is also clear that this is a major competitive advantage precisely because it is a tremendous lever to launch new titles.

Ever watched a popular television show or event and seen the constant reminder of an upcoming show on that same network? This is more powerful because it is in-browser, social and can be cleverly incentivized / connected.

Proof: Zynga's newest title Treasure Isle is days old (launched April 6). It now has roughly 17m monthly actives and 7m daily actives. Not only does that make Treasure Isle the fastest growing Facebook App, it makes it the 16th biggest game on Facebook ... in a matter of days.

It of course helps that Treasure Isle is very well done - a generational improvement over Farmville and Cafe World. But, as many developers know well, audience collection is often tougher than building the game. Zynga has done both: