Most Valuable Zynga Gamers Play Multiple Games

Category: Blog, Market Intelligence

How is a “Like” Different from Real Usage Behavior? XA.net conducted an analysis of Zynga users using both public and our own proprietary data sources.  We split our analysis into two parts: engaged, high-value users who actively post from Zynga applications, and users who have simple ‘Liked’ Zynga applications.    In the graphic above, we show the likelihood of a user posting from or liking an app or page given that such user has posted from or liked Cityville.  Note the tendency of Zynga’s audience to divide their attention among multiple Zynga franchises.  The contrasting scale of each analysis—stronger similarities in the ‘Like’ column to the right, and lower similarities among the high-value users in the left column—indicates an important dynamic in Facebook object engagement.  It is very easy to express affinity for a brand, application, or page, and audiences built by looking simply at such affinity tend show significant overlap.  Engaged, high-value users, on the other hand, are more particular about the Facebook objects with which they engage and less likely to dilute their attention among diverse, potentially competitive franchises.… Read More »