“Zynga blew it,” says EA boss of social publisher’s mobile push

Tuesday, 22 October 2013 23:17 GMT By Brenna Hillier

Zynga wants to be big on mobile, but it left it too late, according to EA mobile development Frank Gibeau.

“Zynga blew it. They’re not a mobile business. We’re six or seven times their size in mobile,” Gibeau said, speaking with The New York Times.

“Zynga fell into a hole because they were completely focused on one platform, which is Facebook.”

Unlike Zynga, as soon as EA saw Facebook gamers transitioning to smartphones it jumped right into that trend, leaving Facebook’s ever-increasing user acquisition costs behind.

Now, the publisher takes a multi-platform approach with social and casual games, something Disney does quite well, Gibeau admitted.

“Look at Disney. They do a spectacular job of acquiring world-class intellectual property and then – ‘exploiting’ is probably the wrong word – bringing it to market across multiple channels in an appropriate way for each,” he said.

“So you can see the property in a theatrical big-screen version or as a TV show or a webisode or an interactive game. We’re doing the same thing here with our interactive properties.”

Thanks, GamesIndustry.

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