Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich...
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![Page 1: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/1.jpg)
Making Global Games Local: Creating Player Delight through Internationalization
Brian E. TaptichVice President of International Development
May 22nd 2012
![Page 2: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/2.jpg)
2 CONFIDENTIAL I FOR INTERNAL USE ONLY. 25
![Page 3: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/3.jpg)
![Page 4: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/4.jpg)
Zynga
292 million monthly active players
65 million daily active players
450 million social interactions per day
![Page 5: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/5.jpg)
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
![Page 6: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/6.jpg)
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
![Page 7: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/7.jpg)
Zynga INTL: Locations
![Page 8: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/8.jpg)
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Zynga INTL: Player Delight
International User
1. Access
2. Localization
3. Payments
4. Customer Service
5. Community Management
6. Content
![Page 9: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/9.jpg)
9 ZYNGA CONFIDENTIAL I NOT FOR DISTRIBUTION
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:
![Page 10: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/10.jpg)
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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
![Page 11: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/11.jpg)
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2. Localization
![Page 12: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/12.jpg)
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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)
![Page 13: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/13.jpg)
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
![Page 14: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/14.jpg)
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5. Community Management
Activating the Global Fan “Army”22 million international fans• Dedicated Forums • Contests
![Page 15: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/15.jpg)
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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
![Page 17: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/17.jpg)
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Zynga INTL: Player Delight
International User
Access
Localization
Payments
Customer Service
Community Management
Content
![Page 18: Making Global Games Local: Creating Player Delight through Internationalization Brian E. Taptich Vice President of International Development May 22 nd.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649e865503460f94b89d42/html5/thumbnails/18.jpg)
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