While small teams are trying to find traffic, big companies are trying to figure out how to monetize it if they can’t sell IAP in the right amount. Zynga is just one of such giants.
Zynga is predicted to die for at least four years. All this time, the company manages to release games, have revenue estimated at hundreds of millions of dollars and be one of the main newsmakers in terms of scandals.
Moreover, everyone can only envy a number of the company’s business metrics. The total DAU of the company’s projects is 21 million, and the MAU is 83 million. It is clear that if, contrary to this, Zynga cannot even reach zero yet, it is necessary to look for additional sources of earnings.
And, according to Pocket Gamer, Pinkus found a way out of the situation. At the moment, his company is creating its own PMP (Private Marketplace). It’s not quite right to call it a market or a network. According to representatives of Unilead, this is an exclusive package of marketing services for top clients from a company that is ready to advertise in its products on special conditions.
In this case, Zynga wants to act as such a company, offering its inventory not to numerous advertising networks and resellers, but directly to brand companies, like those with which it has already collaborated: Honda, Kentucky Fried Chicken and NBC Universal.
How effective such a model will be is an interesting question: on the one hand, we have been hearing for several years that big brands are going to mobile. On the other hand, their presence is still not so obvious and aggressive.
A source: http://www.pocketgamer.biz