Zynga on social gaming: cases from Coke Zero, Best Buy and McDonald's
Low Lai Chow
When Zynga was founded in 2007 with the mission of connecting the world through games, the social gaming company took a cue from observing the way Google, Amazon and Facebook had dominated search, shopping and social sharing respectively – and set out to dominate the area of play online.
"What's happened over time is that these natural dominant players have evolved… We saw an opportunity to do the same thing for play. Let people play, be social, in their social context. What some people...