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Making Global Games Local: Creating Player Delight through Internationalization

Making Global Games Local: Creating Player Delight through Internationalization. Brian E. Taptich Vice President of International Development May 22 nd 2012. 2. 2. CONFIDENTIAL I FOR INTERNAL USE ONLY. . 5. Zynga. 292 million monthly active players 65 million daily active players

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Making Global Games Local: Creating Player Delight through Internationalization

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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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