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Enhancing Player Experience through Global Game Localization Strategies

This presentation discusses Zynga's internationalization strategies aimed at enhancing player delight across its games. With over 292 million monthly active players globally, it highlights the significance of optimizing load times and stability, implementing localization across 19 languages, and offering support in multiple currencies. The presentation also showcases engaging global statistics, including daily social interactions and player demographics, emphasizing the importance of culturally relevant content. Zynga’s commitment to creating globally recognized games speaks to its innovative approach in connecting players worldwide.

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Enhancing Player Experience through Global Game Localization Strategies

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  1. Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22nd 2012

  2. 2 2 CONFIDENTIAL I FOR INTERNAL USE ONLY. 5

  3. Zynga 292 million monthly active players 65 million daily active players 450 million social interactions per day

  4. Zynga Global Fun Facts • FarmVillehas 44 million farmers, compared to 2 million real-life farmers in the U.S. • 500million acres of virtual farmland have been farmed, 15 billion sheep shearedand 20 billion trees planted inFarmVille • More than 5 million virtual businesses, 8 million houses, 26 million sidewalks and 5 million community buildings are built in CityVilleeach day • Words With Friendscurrently processes about 1,000 moves per second • More than400,000 peopleare playing Zynga Poker at any given moment • In Mafia Wars 103 million fights are fought daily, over 20 million giftsare given

  5. Zynga INTL: By the Numbers • Zynga games played in more than 200 countries and territories • More than 2/3rds of DAU are outside North America • 2 billion minutes of worldwide play per day • 4 billion worldwide neighbor connections • 400 million worldwide in-game social interactions per day Actual Map of Zynga Players’ Connections 6 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  6. Zynga INTL: Locations

  7. Zynga INTL: Player Delight 8 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  8. 1. Access Optimize: • Before optimization: • EU load time and stability on par with USCAN • LatAm and APAC substantially behind After optimization: LatAm and APAC load time and stability improved by 50% Content Delivery Network Split File Downloader 9 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  9. 2. Localization Pre-2011 2011 2012 English only 16 languages 19 languages • English • French • Italian • German • Spanish • Portuguese • Indonesian • Turkish • Chinese • Japanese • Korean • Norwegian • Swedish • Danish • Dutch • Thai • Adding: • Arabic • Russian • Polish 10 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  10. 2. Localization 11 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  11. 3. Payments • 27 Currencies Supported • Canadian Dollars (CAD) • British Pound (GBP) • Euro (EUR) • Australian Dollars (AUD) • Danish Krone (DKK) • Norwegian Krone (NOK) • Swedish Krona (SEK) • Swiss Franc (CHF) • Turkish Lira (TRY) • Argentine Peso (ARS) • Brazilian Real (BRL) • Malaysian Ringgit (MYR) • Mexican Peso (MXN) • Hong Kong Dollar (HKD) • Indian Rupee (INR) • Indonesian Rupiah (IDR) • Israeli New Shekel (ILS) • Japanese Yen (JPY) • New Zealand Dollar (NZD) • Philippine Peso (PHP) • Saudi Riyal (SAR) • Singapore Dollar (SGD) • South African Rand (ZAR) • South Korean Won (KRW) • New Taiwan Dollar (TWD) • Thai Baht (THB) • UAE Dirham (AED) 12 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  12. 4. Customer Service • In-Language Support • French • Italian • German • Spanish • Portuguese • Mandarin • Japanese • Services Offered • Chat • Email • Web

  13. 5. Community Management • Activating the Global Fan “Army” • 22 million international fans • Dedicated Forums • Contests 14 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  14. 6. Content • Connecting the world through games with globally recognizable and culturally authentic items • Enrich your games with content relevant to you 15 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  15. Bonus: INTL Branding • Fun facts: • 2.7M Coca Cola Zero factories placed • 4.7M campaign announcements • 211M interactions with Coke Zero factories • 1.1M Coke Zero cans and bottles placed in game 16 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  16. Zynga INTL: Player Delight 17 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION

  17. 18 18 CONFIDENTIAL I FOR INTERNAL USE ONLY. 5

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