1
01
Visual Strategy Guide
2
Zynga
Visual Strategy Guide
3
4
Zynga
Visual Strategy Guide
5
01
Visual Strategy Guide A re-branding project of Zynga
6
Zynga
Visual Strategy Guide
Contents Page
7
01 02 03 04
Brand Overview 01/1 Our History
12
01/2 Our Timeline
14
The New Zynga 02/1 Our New Mission
21
02/2 Re-branding Objective
22
02/3 Keywords
24
02/4 Past & Future
26
Brand Audience 03/1 Persona
32
03/2 Out of Audience
44
Brand Competitors 04/1 Current Competitors
50
04/2 Adjacent Competitors
52
04/3 Aspirational Competitors
54
04/4 Brand Buzzword List
56
8
Zynga
Visual Strategy Guide
9
Not having a clear goal leads to death by a thousand compromises —Mark Jonathan Pincus, An American Internet entrepreneur knows as the founder of Zynga.
10
Zynga
Visual Strategy Guide
01
11
Brand Overview 01/1 Our History
12
01/2 Our Timeline
14
12
Zynga
Visual Strategy Guide
Our History
Zynga Inc. is an American social game developer running social video game services which was founded in April 2007 and it’s headquarters is in San Francisco, California, United States. Zynga changed the game forever with broadly popular games like FarmVille, Zynga Poker, City Ville, Draw Something and Words with Friends, which are played by hundreds of millions of players each and every month. Every day they strive to create the best games for people everywhere to play together crafted by teams of passionate gamers, visionary creatives, and the engineers. Company logo is a rendering of CEO Mark Pincus’s now immortal dog Zinga, an American Bulldog. Zynga have active studios over the globe which include Chicago, Austin, Texas, Ireland, Toronto, Turkey, San Diego, San Francisco and India.
What the brand does: Make social video games Who they do it for: Mostly for the target audience of all age group, who uses smartphones Why they do it: To connect the people globally through games.
Brand Overview
Our History
13
14
Zynga
Visual Strategy Guide
Timeline
Zynga Poker
Zynga was founded in April 2007 by Mark Pincus, Eric Schiermeyer, Justin Waldron, Michael Luxton, Steve Schoettler, and Andrew Trader under the name Presidio Media.
On May 18, 2010, Facebook and Zynga entered into a five year relationship to expand the use of Facebook Credits with the Zynga.
2012
2011 2010
2007
2009
Cross Words
In June 2009,Zynga acquired My Mini Life which built and launched Farm Ville on Facebook. Farm Ville
On June 26, 2012, during the Zynga Unleashed conference, Zynga announced the “Zynga With Friends� network, aiming to connect players of Zynga game titles across multiple platforms.
On July 1, 2011 Zynga filed with the U.S. Securities and Exchange Commission (SEC) to raise up to $1 billion in an initial public offering.
Brand Overview
Timline
In January 2014, the company announced the layoff of 314 workers, about 15% of its total work force.
15
As of January 2018, Zynga had 1,681 employees, approximately 80 million monthly active users.
CSR 2
Wonka’s World of
Don Mattrick left Zynga in April 2015, replaced by predecessor Mark Pincus. Hit it Rich!
On June 3, 2013, Zynga announced layoffs of 520 employees—roughly 18% of its workforce and closed offices in New York, Los Angeles, and Dallas.
2020 2018
2015 2014
2013
Candy
The new Zynga aims to connecting people globally through playful interactions. We are now not only on social games but also on the educational path.
16
Zynga
Visual Strategy Guide
17
18
Zynga
02
Visual Strategy Guide
19
The New Zynga 02/1 Our New Mission
21
02/2 Re-branding Objective
22
02/3 Keywords
24
02/4 Past & Future
26
20
Zynga
Visual Strategy Guide
The New Zynga
Our New Mission
Our New Mission
Our mission is, connecting people through playful interactions and delighting them with new experiences
21
22
Zynga
Visual Strategy Guide
Re-branding Objective Zynga’s original core was to connect people on a global platform through games. They have a great opportunity if they step into the field of education. As it is a social video game creator, it can offer education by using a social platform.
Potential Services Zynga can offer educational workshops, videos, easy solving problems for the kids which can be playful, easy, understanding and informative It can create an interactive study program, which is a fun learning process for the kids and also for the teenagers. They can come up with study camps were students, kids, parents can come together and share their knowledge. Zynga can also come training and awareness events around the topics of environmental sustainability and conservation. Potential Product Talking about education, Zynga can come up with different products like stationery designed for the kids which are attractive and fun to use. It can come up with different kits for Maths, Science, Geography, History, which will include different things related to the subject, depending on the age group. Zynga will not only focus on primary school kids but also High School students by interactive problems and solving methods so that students can understand and group the knowledge better.
Partnership Zynga can partner with Educational Organizations, such as the United States Department of Education, UNESCO, IES Abroad, World Education Service WES, IIT Indian, Education USA, etc Additionally they can also partner with the stationary companies like office Depots and Steadlers. Lastly for environmental awareness, they can partner with WWF, 350.org, UNED, etc.
The New Zynga
Re-branding objective
23
24
Zynga
Keywords In keeping with our re-branding objective, we set three keywords as core to help our brand extension in the future. When considering Zynga’s future. It will be always helpful to keep our keywords in mind.
Interactive It will focus to create interactions between people through learning and experiencing new things.
Playful Zynga has always been a playful brand and it will continue be by coming up with playful things
Connecting It will connect people all around the globe through interaction and sharing each others experience and knowledge.
Visual Strategy Guide
25
26
Zynga
Visual Strategy Guide
zynga Our Past Before the re-branding, Zynga was all about social media games. It was kind of indoor, inactive, personal and distant. There was no physical connection possible.
Keywords Inactive Indoor Distant Personal
The New Zynga
Our Past
27
28
Zynga
Visual Strategy Guide
Our Future The new Zynga aims to connect people globally through playful interactions. We are interactive, functional, more of outdoor, functional and useful. We want to connect people and let share their experiences and knowledge with everyone.
Keywords Active Interactive Connect Functional Playful
The New Zynga
Our Future
29
zynga
30
Zynga
Visual Strategy Guide
03
31
Brand Audience 03/1 Persona
32
03/2 Out of Audience
44
32
Zynga
Visual Strategy Guide
Brand Audience
01
Persona
The Tech Mom Name: Rita Miller Age& Gender: 41,Female Occupation: Software Engineer Location: San Francisco, USA Nationality: American
Rita is a software expert, who works in a tech company in the Bay Area, she works 5 days a week and she also has a 9-year-old son. • She enjoys a family outing on weekends so that she can spend more time with her son and husband. • She and her friends always plan a meet up once a month so that they can connect and spend time together. • She usually cooks in her free time because she loves to try a new recipe and use her new cooking appliance. • She always invites her family friends to her house so that she hosts get together with friends and family to get a break from everyday life and she can have fun with them. • She always attends the business meets and, the conference happening around her house and in the city because she likes connecting to new people. • After her office time, she always spends time with her son because she wants to increase the bond between them and also they both can have some fun. • She always participates in the cultural events happening in her office and also in her locality because she wants to be socially active.
33
34
Zynga
Visual Strategy Guide
Brand Audience
02
Persona
The Studious guy Name: Xing Chang Age& Gender: 21, Male Occupation: College Student Location: China Nationality: Chinese
Xang is a High School student who lives with his parents in Beijing, is a very studious guy, and always tries to be in the top list of students in his school and he is always passionate to learn new things. • He loves to click pictures of different things and post on social media platforms because he wants to be socially active. • He goes to entertainment programs like plays, musical events, concerts with his parents because he loves listening to music shows. • He is connected a lot to his grandparents because they all are living together since he was born and he loves them a lot. • He always participates in all the social programs happening in his school like sports, quiz competitions, fitness programs, dance programs so that he can have a break from his studies. • Xang has enrolled himself into Kung Fu Class because he enjoys learning new things and he also wants to be physically fit. • He loves to hang out with his friends in his free time so that they all can share their thoughts and inspire them with some new things. • He loves to buy new gadgets because in his free time he plays with it and understands the technology behind it.
35
36
Zynga
Visual Strategy Guide
Brand Audience
03
Persona
The Young Talent Name: Juhi Sharma Age& Gender: 8, Male Occupation: School Student Location: Mumbai, India Nationality: Indian
Juhi is an 8 years old girl who is in 5th grade and lives with her parents and grandparents. • She loves to play with her grandparents because she is attached to them since she was 2 years old and she spends most of the free time with them. • She goes out with the family for trips because she loves visiting new places which make her happy. • She enjoys playing board games that are related to math and science instead of mobile games because she learns new and innovative things that are challenging for her and she loves challenges. • She goes to the Vedic Maths class every Sunday, which helps her sharpen her mind and increases her level of concentration and she also loves it because all her friends also come to the class. • She loves to have ice creams and Italian food like Pizza, but she also prefers homemade food made by her mom because she is a foodie. • She participates in all the physical and social activities happening in his school like running games because she enjoys playing it. • Sanjana has a different type of toy which includes Lego, mechanical game, kids telescope and microscope, Barbie doll because she loves to play with her toys and she also loves sharing all his toys with her friends.
37
38
Zynga
Visual Strategy Guide
Brand Audience
04
Persona
The Lazy Boy Name: Lucus Ivanov Age& Gender: 14, Male Occupation: School Student Location: Moscow Nationality: Russian
Lucas is a 14 years old student who lives with her mom. He lost his father when he was 5 years old, so his mother plays the role of his parents. • He spends free time by watching a movie at home so that he can spend time with his mom. • His mom is always worried about him because he is not at all interested in studying and most of the time he doesn’t go school and spend time on social media. • He spends most of his time outside with his friends playing because he loves playing outdoor games. • He is not interested in studies but he is more into extracurricular activities like sports because he has more fun in that than studying. • He loves to connect to sports groups or clubs because he is a sports enthusiast. • He loves to play video games with his friends so that he can spend his free time in comfort. • He visits his neighbors because they have a dog and he loves to play with the pets which is fun and makes him feel happy.
39
40
Zynga
Visual Strategy Guide
Brand Audience
05
Persona
The Smart Professor Name: John Wilson Age& Gender: 61, Male Occupation: Retired Science Professor Location: Vancouver Nationality: Canadian
John is a retired Science Professor and now he frequently gives talks to science students, corporate events and helps spread the importance of science in this world. • He loves to listen to classical and jazz music because it makes him happy. • He has an organic garden in his backyard because he spends his free time by planting new trees. • He enjoys playing sports with his grandchildren when they visit him because it increases the bond between them and it also keeps him physically fit. • He loves to encourage the young generation and share his knowledge with them because he believes that sharing all his knowledge will inspire them and connect to the younger generation. • He enjoys traveling abroad with his wife and connect new people all around because it makes him feel happy and also studies the different cultures in different places. • He loves reading books in his free time because he believes reading books, blogs, search papers are the best way to gather information and keep your self updated. • He has a blog in which he writes biweekly so that he can share his past experiences with his students and be active socially.
41
42
Zynga
Visual Strategy Guide
Brand Audience
06
Persona
The Achiever Name: Joanna Lopez Age& Gender: 25, Female Occupation: University Student Location: Los Angeles, USA Nationality: Mexican
Joanna is a University student staying away from her home and studying at California State University and she is learning business management and willing to help her father in his business. • She visits her family once in six months because she stays away from her family and misses them. • She enjoys going to talk shows happening at her college and also in the city so that she can learn new things and connect with new people. • She loves to go shopping with her friends in her free time because she likes to have a new outfit for going out. • She is very adventurous also she enjoys going on treks and camping with her friends because to have a break from everyday busy life. • She doesn’t cook but instead orders takeout because it takes less effort and also saves her time so that she can spend more time on her homework. • She loves reading books and researching on different topics, which encourages her to write research papers, blogs so that she is active socially. • She enjoys visiting social gatherings with her friends and family so that she can understand and carry forward her culture.
43
44
Zynga
Visual Strategy Guide
Brand Audience
Out of Audience
Out of Audience
07
The Anti Social Name: Louis Caron Age& Gender: 52, Male Occupation: Lawyer Location: Seattle, USA Nationality: Irish
James is a 52 years old lawyer, who is married and has a 12-year-old kid. He is often busy with his work in the court and he only gets time during the weekend for his family. • He loves to go out with his family on outings because he loves to travel and visit new places. • He is not active on the social media pages because does not believe in it. • He is disgusted with how overly obsessed people are with social media because he feels face-to-face encounters encourage people more and make then confident. • He does not like how the education system is changing and being replaced by the virtual classrooms because he thinks kids are getting heavily influenced by this technology. • He wants to teach all the values and culture to his son as it was taught to him by his parents because he thinks it is very important for the children. • He does not like his neighbors because they arrange a lot of parties in their backyard which disturbs during his free time. • He enjoys cooking for his family so that he can spend maximum time with them.
45
46
Zynga
Visual Strategy Guide
Brand Audience
Out of Audience
Out of Audience
08
The Workaholic Name: George Williams Age& Gender: 70, Male Occupation: Construction Contractor Location: Dallas, USA Nationality: African American
George is a construction contractor and has a construction team of 15 people and take contracts of building and repairing houses. • He has to travel frequently around the city and on the outskirts so that he can get more contracts. • He does not like to travel a lot, instead, he prefers sitting at home and rest, but his job does not allow him to do so. • He enjoys watching entertainment channels over the news channel because it makes him feel relaxed. • He is glad that his business has grown over theses years and its all because of his team’s hard work. • He always encourages his clients to use environmentally friendly materials for the construction because they are sustainable and long-lasting. • He loves listening to classical music because he grew up listening to those kinds of genres. • He plans his entire week schedule so that he does not miss any of his work.
47
48
Zynga
Visual Strategy Guide
04
49
The New Zynga 04/1 Current Competitors
50
04/2 Adjacent Competitors
52
04/3 Aspirational Competitors
54
04/4 Brand Buzzword List
56
50
Zynga
Current Competitors The current competitors are the different companies that create different types of games on several platforms. More or fewer theses companies work towards achieving similar goals and also entertaining the people.
Visual Strategy Guide
Brand Audience
Current Competitors
51
Blizzard
Riot Games
Blizzard Entertainment is an American video game developer and publisher based in Irvine, California. The company was founded in February 1991 under the name Silicon & Synapse by Michael Morhaime, Frank Pearce and Allen Adham.
Riot Games, Inc. Riot Games, Inc. is an American video game developer, publisher, and esports tournament organizer based in West Los Angeles, California. They are best known for League of Legends, a multiplayer online battle arena game and the company’s flagship product.
Niantic
King
Niantic, Inc. is an American software development company based in San Francisco, which is best known for developing the augmented reality mobile games Ingress, Pokémon Go, and Harry Potter: Wizards Unite.
King is a leading interactive entertainment company for the mobile world, with people all around the world playing one or more of our games. Our franchises include Candy Crush, Farm Heroes, Pet Rescue and Bubble Witch.
Sega
Rockstar Games
Sega produces multi-million-selling game franchises including Sonic the Hedgehog, Total War, and Yakuza, and is the world’s most prolific arcade game producer.
Rockstar Games, Inc. is an American video game publisher based in New York City. A subsidiary of Take-Two Interactive, and as successor to BMG Interactive, a dormant video game publisher of which Take-Two had previously acquired the assets.
Nintendo
Xbox
Nintendo is an international leader in the interactive entertainment industry. Our games and our TV-linked and mobile consoles set the standards in terms of games fun and family entertainment.
Xbox is a Microsoft video game brand spanning three video game consoles, games, streaming services and more. Since launch, over 83.7 million Xbox 360 consoles have been sold worldwide.
E A Games
Activision
Electronic Arts Inc. is a global leader in digital interactive entertainment. EA is recognized for a portfolio of critically acclaimed, high-quality brands such as The Sims™, EA SPORTS™ FIFA, Need for Speed™ etc
Activision has created some of the most iconic and memorable game experiences of all time. Today, the company is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products for various consoles, handheld platforms and the PC.
52
Zynga
Adjacent Competitors These are the adjacent competitors which are directly or indirectly related to the brand. These are the brands, people would use if they are not playing any Zynga games.
Visual Strategy Guide
Brand Audience
Adjacent Competitors
53
Lego
Monopoly
The company’s flagship product, Lego, consists of colourful interlocking plastic bricks figurines called mini figures, and various other parts. Lego pieces can be assembled and connected in many ways to construct objects, including vehicles, buildings.
Monopoly is a board game currently published by Hasbro. In the game, players roll two six-sided dice to move around the game board, buying and trading properties and developing them with houses and hotels.
UNO
AMC
UNO is an American shedding-type card game that is played with a specially printed deck. The game’s general principles put it into the Crazy Eights family of card games
AMC Theatres (American Multi-Cinema) often referred to simply as AMC is a U.S.-based movie theater chain head quartered in Leawood, Kansas, and is the largest movie theater chain in the world.
Netflix
Pier 39
Netflix is the world’s leading streaming entertainment service with over 167 million paid memberships in over 190 countries enjoying TV series, documentaries and feature films across a wide variety of genres and languages.
Pier 39 is a shopping center and popular tourist attraction built on a pier in San Francisco, California. At Pier 39, there are shops, restaurants, a video arcade, street performances, the Aquarium of the Bay, virtual 3D rides.
Jenga
Escape SF
Jenga is a game of physical and mental skill. Built on the simple premise of stacking blocks, Jenga engages players of all ages, across all cultures.
Our private escape room games provide exciting experiences filled with puzzles, obstacles, and technical special effects. You and your team step into a room with a time limit of one hour and your goal is to complete the mission and escape.
Disneyland
Electric Daisy Carnival (EDC)
Disneyland, amusement park in Anaheim, California, featuring characters, rides, and shows based on the creations of Walt Disney and the Disney Company.
Electric Daisy Carnival, commonly known as EDC, is the largest electronic dance music festival in North America.
54
Zynga
Visual Strategy Guide
Aspirational Competitors These are the aspirational competitors from which Zynga can adapt some values to grow in the future. If not games Zynga can be like these brands which will entertain, connect and interact with people.
Brand Audience
Aspirational Competitors
55
Exploratorium
California Academy of Sciences
The Exploratorium is a museum of science, technology, and arts in San Francisco. Its mission is to create inquiry-based experiences that transform learning worldwide.
The California Academy of Sciences is a research institute and natural history museum in San Francisco, California, that is the among the largest museums of natural history in the world, housing over more than 46 million specimens.
Dreambox Learning
Council of International Schools
DreamBox Learning is an online software provider that focuses on mathematics education at the elementary and middle school level.
CIS is working collaboratively to shape international education through professional services to schools, higher education institutions, and individuals.
REI Adventures
EF Education First
REI is a platform and a guide which offers outdoor activities for those people who want some adventure in life. REI Adventures offers more than 250 guided trips for a variety of activity levels, durations, and activities hiking, camping, kayaking, backpacking.
EF Education First is an international education company that specializes in language training, educational travel, academic degree programs, and cultural exchange.
Explorit Science Center
World Learning
They ignite and foster curiosity about science and nature through inquiry and discovery. It is a Science museum with vibrant & hands-on activities & exhibits for children, plus summer camps.
World Learning is a 501 international nonprofit organization that focuses on international development, education, and exchange programs.
Schoology
Quizlet
Schoology is a social networking service and virtual learning environment for K-12 school and higher education institutions that allows users to create, manage, and share academic content.
Quizlet is a mobile and web-based study application that allows students to study information via learning tools and games. Its creators claim that it is currently used by two-thirds of high school students.
56
Zynga
Buzzword List There are the 20 words that are common among Zynga’s current and adjacent competitors.
Visual Strategy Guide
Brand Audience
Buzzword List
Positive
Negative
Playful Interactive Fascinating Engaging Colorful
Boring Pass the time Addictive Overpriced Outdated
Neutral
Brand Hope
Fun Connect Cool Global Social
Educational Functional Progressive Inspirational Diverse
57
58
Zynga
Check our Visual Development Guide to see how the new Zynga was reborn
Visual Strategy Guide
59
60
Zynga
This book is a non-commercial for educational purpose. It is not intended to represent the Zynga brand. Brand Contents zynga.com en.wikipedia.org/wiki/Zynga Photography unsplash.com play.google.com zynga.com Designer Rutu Palav Course Nature of Identity Typeface DIN & Serifa Standard Binding & Printing blurb.com
Visual Strategy Guide
61
62
Zynga
Visual Strategy Guide
63
64
Zynga
playfulinteractions.info
Visual Strategy Guide