Zynga

Running head: ZYNGA INC., SOCIAL NETWORK GAMES

Marketing and Management 520

Christine Doxey

Davenport University

Dr. Angie Sokal

September 20, 2012

Abstract

It’s important to stress levels and happiness quotients that adults have at least one activity that they do regularly just for fun. Hobbies and other fun activities provide a way to sharpen skills, express creativity, or just blow off steam. Becoming engrossed in an activity that is enjoyable puts an individual in a near-meditative state which is beneficial for the mind and body. (Scott, 2012). The National Institute for Play believes that play can dramatically transform personal health, relationships, children’s education, and the capacity of corporations to innovate.

Playing and/or watching others play has a fundamental role in human behavior. It’s not just for fun, but it’s a contribution to human survival and development, a crucial vehicle for cultural learning (Fergusson, 2010). The entertainment industry exploits discretionary spending by offering play options to both children and adults. Online social-networking games offer both children and adults an opportunity to play together or alone. Zynga has earned a spot as one the leaders in developing and marketing social network games. However, despite its initial success, Zynga has been plagued with patent lawsuits.

Zynga Inc.

The evolution of communication technology opened a new genre in the entertainment industry. Cell phones and the computer changed how society connected and interacted. The gaming industry was changing. Video games of the late 1970’s and 1980’s such as Atari have been replaced by high-tech interactive games. The experience has evolved from a single-user, at home player to multi-player, computer-based games, to portable platforms, and now to the online social network games.

Social networking began with AOL and CompuServe who allowed members to share files and messages....