Social games company Zynga is adept at converting its current players to its new games, just as smoothly as some of the top video game franchises like Call of Duty, according to a new 21-page report by the game tracking service and social network Raptr.
The report takes into account more than 3 million Zynga players who use Raptr’s game tracking applications.
“If Zynga were to release a new game tomorrow, our data reveals that 90 percent of users of that new game will come from an old game,” said Dennis Fong, Raptr’s co-founder.
While 90 percent is such a high conversation rate any company might strive to that target, it also means that Zynga could cannibalize its users if it doesn’t find new players.
“A 90 percent average means that only 10 percent of its users are new,” Fong said. “Zynga has its pool of players, which is admittedly very large and they are basically just herding them around from game to game. Where is their growth going to come from? That’s a big question mark.”