making global games local: creating player delight through internationalization brian e. taptich...
TRANSCRIPT
Making Global Games Local: Creating Player Delight through Internationalization
Brian E. TaptichVice President of International Development
May 22nd 2012
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Zynga
292 million monthly active players
65 million daily active players
450 million social interactions per day
Zynga Global Fun Facts
•FarmVille has 44 million farmers, compared to 2 million real-life farmers in the U.S.
• 500 million acres of virtual farmland have been farmed, 15 billion sheep sheared
and 20 billion trees planted in FarmVille
• More than 5 million virtual businesses, 8 million houses, 26 million sidewalks
and 5 million community buildings are built in CityVille each day
•Words With Friends currently processes about 1,000 moves per second
• More than 400,000 people are playing Zynga Poker at any given moment
• In Mafia Wars 103 million fights are fought daily, over 20 million gifts are given
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
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Actual Map of Zynga Players’ Connections
Zynga INTL: Locations
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Zynga INTL: Player Delight
International User
1. Access
2. Localization
3. Payments
4. Customer Service
5. Community Management
6. Content
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1. Access
After optimization:LatAm and APAC load
time and stability improved by 50%
Before optimization: • EU load time and
stability on par with USCAN
• LatAm and APAC substantially behind
Content Delivery Network
Split File Downloader
Optimize:
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2. LocalizationPre-2011
English only
2011
16 languages
2012
19 languages• English• French• Italian• German• Spanish• Portuguese• Indonesian• Turkish
• Chinese• Japanese• Korean• Norwegian• Swedish• Danish• Dutch• Thai
Adding:• Arabic• Russian• Polish
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2. Localization
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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)
Great peopl
e
Make it easy
Customer Service enhances user
experience
Advocate for customers
to impro
ve play
Play Happy!
In-Language Support• French• Italian• German• Spanish• Portuguese• Mandarin• Japanese
Services Offered• Chat• Email• Web
4. Customer Service
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5. Community Management
Activating the Global Fan “Army”22 million international fans• Dedicated Forums • Contests
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6. Content• Connecting the world through games
with globally recognizable and culturally authentic items
• Enrich your games with content relevant to you
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Bonus: INTL BrandingFun 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
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Zynga INTL: Player Delight
International User
Access
Localization
Payments
Customer Service
Community Management
Content
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