Don't worry about Farmville infiltrating your Xbox 360 (and the subsequent requests from your mom and your friends that would soon follow thereafter). According to Zynga chief game designer, Brian Reynolds, the Xbox 360 landscape is small potatoes -- Zynga's after broader audiences and the user base on one measly console is simply not big enough to warrant interest.
"[Xbox Live's] too small a demographic," Reynolds told IndustryGamers. "Think about, of my friends, how many of them own an Xbox 360? Well, I'm a game developer and I even come from a triple-A space so we might even be in the double digits... Twenty or maybe even thirty percent of my friends might have an Xbox 360, but effectively 100% of them have Facebook and effectively 100% of them have a mobile phone. Of them, probably 90% have a smartphone."
Reynolds would then go on to say that the mobile space is the next area Zynga expects to put its efforts into. He says it's all about the number of people who could possibly partake in the social experience -- on the Xbox 360, he estimates "the amount of social capital that there is isn't going to be very high" on the platform. The less people on a platform, the less revenue Zynga projects to make and, thus, the less likely it is the company will be on that platform.
"That's why right now we're on Facebook for sure, and mobile is the obvious next place for us to go because it is an inherently social platform," Reynolds concluded.
Reader Comments (120)
Posted: Mar 18th 2011 5:11PM Faceless Troll said
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Nah, too easy.
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Nah, too easy.
Posted: Mar 18th 2011 5:31PM Captain Planet Planeteer Power said
@Faceless Troll
I dunno...I was really looking forward to a Kinect enabled FarmVille and harvesting my cherry trees doing butt squats.
Reply
I dunno...I was really looking forward to a Kinect enabled FarmVille and harvesting my cherry trees doing butt squats.
Posted: Mar 18th 2011 5:44PM DeadInside said
@Faceless Troll
No, no, I want to hear what your comment was going to be.
Reply
No, no, I want to hear what your comment was going to be.
Posted: Mar 18th 2011 5:52PM Faceless Troll said
@DeadInside Well you know how Justin Bieber thought Nintendo was some rinky-dink company and said that using the Mario theme in his movie would be like easy advertising for them after he got shot down? This kind of reminds me of that. Except replace Bieber with Zynga.
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Posted: Mar 19th 2011 12:54PM daytripper said
"the amount of social capital that there is isn't going to be very high"
translation: there's not enough hipsters to play our crappy games.
Reply
translation: there's not enough hipsters to play our crappy games.
Posted: Mar 19th 2011 7:19PM Extinction said
@Faceless Troll He means it's too small an audience, cause 360 users are used to better games and wont accept shovelware like farmville.
Reply
Posted: Mar 18th 2011 5:12PM HybridPara said
"This is a text notification from John Doe via Zynga's Your Friends Are Dead App! John is dead, text 23302 to xxxxx to revive him for a bonus!"
"John, I'm blocking your number after this message"
"John, I'm blocking your number after this message"
Posted: Mar 18th 2011 5:13PM TheyDidItFirst said
Also anyone with a 360 (or a PS3) has far better and more rewarding games to spend their time on. Zynga shit is only popular on Facebook because there aren't better options.
Posted: Mar 18th 2011 5:48PM PointlessPuppies said
@TheyDidItFirst
Exactly. I didn't read this as "the demographic is too small". I read this as "their demographic would never play our shit".
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Exactly. I didn't read this as "the demographic is too small". I read this as "their demographic would never play our shit".
Posted: Mar 18th 2011 5:14PM Apakal said
I'm more than happy to be in the minority in this case.
What they should really say is, "We take our business where we can find the most idiots." Look at how long Jamster has been in existence in the mobile market.
What they should really say is, "We take our business where we can find the most idiots." Look at how long Jamster has been in existence in the mobile market.
Posted: Mar 18th 2011 6:20PM Bubbameister33 said
@Cleric
No one else provides Xbox Live for free.
Reply
No one else provides Xbox Live for free.
Posted: Mar 18th 2011 7:41PM killer rin said
@Apakal $5 actually :P
And besides, No other company provides the amount of Service XBL does for free. I don't think there is a company out there stupid enough to waste a few 10 million a year upgrading a network so the users can continue to have optimal experience free of cost.
Hell Before PSN+ Sony had little-No motivation to upgrade PSN
Reply
And besides, No other company provides the amount of Service XBL does for free. I don't think there is a company out there stupid enough to waste a few 10 million a year upgrading a network so the users can continue to have optimal experience free of cost.
Hell Before PSN+ Sony had little-No motivation to upgrade PSN
Posted: Mar 18th 2011 9:00PM sonicspike41 said
@haneybird
Steam lets me watch a movie with friends over netflix while also voice chatting? Will it then also let me leave during the movie because I got an invite to play a game with someone, let me stay in the voice chat while instantly adding me to the in-game party of the friend who invited me?
Reply
Steam lets me watch a movie with friends over netflix while also voice chatting? Will it then also let me leave during the movie because I got an invite to play a game with someone, let me stay in the voice chat while instantly adding me to the in-game party of the friend who invited me?
Posted: Mar 18th 2011 9:10PM Grubasaurus Rex said
@Cleric
Have you used Wii's service.... Nuff said.
Reply
Have you used Wii's service.... Nuff said.
Posted: Mar 18th 2011 11:26PM Draugdraugr said
@sonicspike41
Yes.
You don't even need to use steam to do any of it!
Reply
Yes.
You don't even need to use steam to do any of it!
Posted: Mar 20th 2011 4:43PM VeeDeeVee said
@sonicspike41
You talk through films?
Honestly there are some terrible features on XBox Live and that's one of them. Why would I want to watch a film with a friend online? That's... maybe I'm set in my old fashioned ways but I always thought spending time WITH people by my side to be the most fun. Faceless enemies on Xbox live games versus split Mario Kart matches? There's no comparison. Unless you're socially broken or have such a short attention span that you can't be away from X person for any period of time.
(My girlfriend went to university in another country for 5 years. But instead I just, you know, visited her and she visited me and made the most of our time. Damn you kids and your weird social fears.)
Reply
You talk through films?
Honestly there are some terrible features on XBox Live and that's one of them. Why would I want to watch a film with a friend online? That's... maybe I'm set in my old fashioned ways but I always thought spending time WITH people by my side to be the most fun. Faceless enemies on Xbox live games versus split Mario Kart matches? There's no comparison. Unless you're socially broken or have such a short attention span that you can't be away from X person for any period of time.
(My girlfriend went to university in another country for 5 years. But instead I just, you know, visited her and she visited me and made the most of our time. Damn you kids and your weird social fears.)
Posted: Mar 21st 2011 1:00AM arrrdawg said
@sonicspike41
Xbox Live is mainly an online gaming service. In that sense it is comparable with Steam. Steam is free and Steam does notify you when friends are online while watching Netflix because Netflix is another application on the PC. And due to the freedom of using a PC, you can voice chat your heart out with teamspeak of skype or whatever floats your boat - all for free. The number of users who would want to do this rather than sit and watch a movie with their IRL friends is absolutely tiny and reserved only for the socially awkward. Most people are annoyed by those who talk during a movie anyways.
I'll never understand why live fans try to justify the service charge and mention useless value-added crap like talking during netflix. Netflix is free on PC and PS3 and many TVs/DVRs, etc. Facebook is free even on dumbphones. People just like to justify being ripped off because they're brainwashed into believing they are getting their moneys worth or something. Zynga might make throwaway crap titles, but the number of post paid Live subscribers is like a drop in the bucket compared to those who use Facebook. That's basically what it boils down to. I personally do not pay for Live because I hardly play games online and when I do I'll just use a free service on my PC or get the PS3 version so long as it's not worse than the 360 one.
Reply
Xbox Live is mainly an online gaming service. In that sense it is comparable with Steam. Steam is free and Steam does notify you when friends are online while watching Netflix because Netflix is another application on the PC. And due to the freedom of using a PC, you can voice chat your heart out with teamspeak of skype or whatever floats your boat - all for free. The number of users who would want to do this rather than sit and watch a movie with their IRL friends is absolutely tiny and reserved only for the socially awkward. Most people are annoyed by those who talk during a movie anyways.
I'll never understand why live fans try to justify the service charge and mention useless value-added crap like talking during netflix. Netflix is free on PC and PS3 and many TVs/DVRs, etc. Facebook is free even on dumbphones. People just like to justify being ripped off because they're brainwashed into believing they are getting their moneys worth or something. Zynga might make throwaway crap titles, but the number of post paid Live subscribers is like a drop in the bucket compared to those who use Facebook. That's basically what it boils down to. I personally do not pay for Live because I hardly play games online and when I do I'll just use a free service on my PC or get the PS3 version so long as it's not worse than the 360 one.
Posted: Mar 21st 2011 2:05AM sonicspike41 said
@VeeDeeVee
One of my best friends lives in LA, another lives in Ontario Canada, and I live in Texas. Even at that all my other friends are busy with work, school, and their families and such, so getting everyone together happens maybe 2-3 times a year at most. I still visit my out of state friends as often as I can, but it's nice to be able to "hang out" even when we're in different cities.
It's also convenient to be able to watch an episode of Family Guy or King of the Hill at any time of day/night and laugh and make jokes with friends. What's the alternative? Book a flight just to watch a movie or show for 1 day? Do a 3-way call? XBLive is just so much easier and more convenient.
@arrrdawg
It wasn't until maybe a year ago that one of my friends got a PS3. Every single one of my friends (except the one in Canada, and a PC/Wii gamer in Austin) own a 360, and they all have Live. Of those I only know of 2 who actually play PC games. One only plays old-school FPS games, fighting games, old-school CnC games, and the rare modern title (the other only plays Civ & Sims). We don't often play games together because he's usually busy with school, and when he's not he's usually playing something I don't own or am not interested in.
Also, obviously I can do multiple things on the PC. That's like saying "you could voice chat on PS2 by using a phone." Sure there are outside applications and means of doing it, but generally the best solution is when things are tightly integrated and there's no need for outside applications. I could use skype to do a voice call, but not all my friends use skype, I could also use my laptop's built in mic for voice chats, but then it sometimes echos and picks up too many background sounds, and I could buy a decent headset, but where's the incentive?
My Xbox came with a headset included and despite not being the most amazing quality ever, it still works great and has been an absolutely essential part of my Live experience. I can't even tell you how many times I've had friends just randomly start a party on Live and just joke around and laugh about what's going on in their own games. It's pretty hilarious and it's nice that it just works without having to try to get everyone using the same program. It's like the battle between AIM and MSN. I've got friends who use both and if I wanted to have a chat with all of them, well, I can't. But since they do all own a 360 I can chat with them on there with amazing ease.
I'm not saying it's the best thing ever, or that it's worth the cost of admission for everyone, but for me it's great. Also, think about it like this: in older PC games servers are typically maintained by the hardcore fans. These servers/gametypes are often designed for only the longtime fans, with certain maps being chosen most of the time (UT and Face) or with tournaments. While I can see the appeal of that to people, that's just not for me. I'd rather have great matchmaking built in from the start and designed in such a way that each match starts off with the teams even, enough players, and that punishes people for team killing or quitting early.
Reply
One of my best friends lives in LA, another lives in Ontario Canada, and I live in Texas. Even at that all my other friends are busy with work, school, and their families and such, so getting everyone together happens maybe 2-3 times a year at most. I still visit my out of state friends as often as I can, but it's nice to be able to "hang out" even when we're in different cities.
It's also convenient to be able to watch an episode of Family Guy or King of the Hill at any time of day/night and laugh and make jokes with friends. What's the alternative? Book a flight just to watch a movie or show for 1 day? Do a 3-way call? XBLive is just so much easier and more convenient.
@arrrdawg
It wasn't until maybe a year ago that one of my friends got a PS3. Every single one of my friends (except the one in Canada, and a PC/Wii gamer in Austin) own a 360, and they all have Live. Of those I only know of 2 who actually play PC games. One only plays old-school FPS games, fighting games, old-school CnC games, and the rare modern title (the other only plays Civ & Sims). We don't often play games together because he's usually busy with school, and when he's not he's usually playing something I don't own or am not interested in.
Also, obviously I can do multiple things on the PC. That's like saying "you could voice chat on PS2 by using a phone." Sure there are outside applications and means of doing it, but generally the best solution is when things are tightly integrated and there's no need for outside applications. I could use skype to do a voice call, but not all my friends use skype, I could also use my laptop's built in mic for voice chats, but then it sometimes echos and picks up too many background sounds, and I could buy a decent headset, but where's the incentive?
My Xbox came with a headset included and despite not being the most amazing quality ever, it still works great and has been an absolutely essential part of my Live experience. I can't even tell you how many times I've had friends just randomly start a party on Live and just joke around and laugh about what's going on in their own games. It's pretty hilarious and it's nice that it just works without having to try to get everyone using the same program. It's like the battle between AIM and MSN. I've got friends who use both and if I wanted to have a chat with all of them, well, I can't. But since they do all own a 360 I can chat with them on there with amazing ease.
I'm not saying it's the best thing ever, or that it's worth the cost of admission for everyone, but for me it's great. Also, think about it like this: in older PC games servers are typically maintained by the hardcore fans. These servers/gametypes are often designed for only the longtime fans, with certain maps being chosen most of the time (UT and Face) or with tournaments. While I can see the appeal of that to people, that's just not for me. I'd rather have great matchmaking built in from the start and designed in such a way that each match starts off with the teams even, enough players, and that punishes people for team killing or quitting early.
Posted: Mar 18th 2011 5:14PM future42 said
"And if we can't reach our greedy hands into at least 90% of peoples pockets, whats the point?"
F**k Zynga.
F**k Zynga.
Posted: Mar 18th 2011 5:14PM Deezul AwT said
Then why hasn't Zynga developed something for TVs? Because "effectively 100%" of America has television.
Posted: Mar 18th 2011 8:11PM This Little Man Says His Name Is said
@Apakal
The world effectively is there for that reason.
Reply
The world effectively is there for that reason.
Posted: Mar 18th 2011 5:15PM Seven Hour War said
Aw man :( I was so looking forward to playing Zynga games on Xbox LIVE!
Posted: Mar 18th 2011 5:15PM Seven Hour War said
@Seven Hour War
By the way, I was being "sarcastic"
Reply
By the way, I was being "sarcastic"
Posted: Mar 18th 2011 5:31PM Seven Hour War said
@Vcize
Because its hard to make text sound like Homer Simpson dictating an angry letter to Mr Burns.
Reply
Because its hard to make text sound like Homer Simpson dictating an angry letter to Mr Burns.
Posted: Mar 18th 2011 5:15PM ngSliver said
I agree... when you're business is making extremely low quality titles you need numbers to make profit.
Posted: Mar 18th 2011 5:15PM Zertoss said
Anecdotal evidence is the BEST evidence.
Posted: Mar 18th 2011 5:17PM fid said
best news i've heard all week.
Posted: Mar 18th 2011 5:20PM Revving Injuns said
There is a God!
Posted: Mar 18th 2011 5:20PM ouenwoof said
Do they honestly have any bankable games outside of Farmville? I'm betting once that finally fizzles out, they're gonna be up the creek without a paddle. You can only cater to the lowest common denominator for so long, that's why Aaron Seltzer and Jason Friedberg have been spacing out their horrible movie releases so much lately.
Posted: Mar 18th 2011 5:21PM Prboi said
I didn't know over 25 million was a small demographic...
Posted: Mar 18th 2011 6:55PM Stevetrop Man of Mystery said
@Prboi
Not enough Zeroooooooo's.
You got to think bigger and grander. Let it be 250 million and he might think about it. No promises however.
Reply
Not enough Zeroooooooo's.
You got to think bigger and grander. Let it be 250 million and he might think about it. No promises however.
Posted: Mar 18th 2011 11:57PM Draugdraugr said
@Prboi
The reasoning goes that most of those 25 million have computers that are capable of 'playing' Farmville, so why worry about redundancy unless it offers something new, such as mobility.
Reply
The reasoning goes that most of those 25 million have computers that are capable of 'playing' Farmville, so why worry about redundancy unless it offers something new, such as mobility.
Posted: Mar 18th 2011 5:23PM Ezio Auditore da Firenze said
Makes sense. I can see where they are coming from.
Posted: Mar 18th 2011 5:23PM DevilSei said
If he was talking about Japanese Xbox 360 users, he'd be right. But American? I don't know anyone who DOESN'T own a 360.
Truth of the matter is, Microsoft told them to buzz off I bet after Zynga cried and whimpered to get in on the system.
Truth of the matter is, Microsoft told them to buzz off I bet after Zynga cried and whimpered to get in on the system.
Posted: Mar 18th 2011 5:25PM Churchbus said
I hereby cast my vote to completely liquidate Zynga and its assets, then donate the money to Japan. Two birds, one stone.
Posted: Mar 18th 2011 5:25PM Captain Planet Planeteer Power said
Oh Zynga...your days are numbered. The social gaming bubble will burst...sooner rather than later hopefully.
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