Zynga Executive: Longevity, Not Speed, Is Key to Gaming Success
Translated & summarized from Calcalist by baba
Zynga's Senior Vice President Yaron Livne stated that long-term survival, not rapid game production, is the main goal in the gaming industry. He emphasized the importance of thoughtful design, adaptation, and marketing, with AI playing a key role in development and personalization. Livne believes companies that deepen the social aspect of gaming will succeed. He spoke at a gaming conference in Israel.
The story in 6 lines · by baba
- Zynga's goal is long-term survival, not rapid game production, according to Yaron Livne.
- Adaptation and understanding the field are crucial for success in the gaming industry.
- AI is instrumental in new game development and extensive testing at Zynga.
- Zynga prioritizes thoughtful design, vision, and marketing strategies.
- Strengthening the social component of gaming is key to future success.
- AI enables deeper personalization and market adaptation in gaming.
The primary goal for game developers should be long-term survival rather than rapid production, according to Yaron Livne, Senior Vice President and Head of Mobile Studios at Zynga. Speaking at a gaming conference hosted by Calcalist, Google, and Playtika, Livne emphasized that creating a successful, enduring business in the gaming industry requires more than just quick coding.
Livne likened the industry to NASCAR, where understanding the field and adapting is crucial for victory, not just having a better wheel. He stated that companies failing to adapt will not survive, and that imitating Zynga's success has proven costly for many.
He explained that Zynga prioritizes thoughtful design and vision, differentiating itself through a deep understanding of the game's essence and marketing strategies. Livne, who has been with Zynga for 13 years, noted a shift from purely technical development to a greater emphasis on creativity and marketing.
Regarding revenue, Livne mentioned Zynga's evolution in game development processes and player engagement strategies within existing games. He highlighted that Zynga encompasses various brands like Peak, Small Giant, and Gram Games, and aims for continued organic growth.
Livne also discussed the integration of Artificial Intelligence (AI) across the value chain, particularly in new game development. He sees AI as instrumental in exploring new ideas and conducting extensive testing before a game reaches potential players, noting that while AI assists in the process, human creativity remains the source of initial concepts.
He further elaborated on AI's role in marketing and market adaptation, citing an example of a campaign tailored for the Turkish market in Germany that took only a few days. Looking ahead two years, Livne predicts AI will enable deeper personalization and that companies excelling at this, along with strengthening the social component of gaming, will lead the market.