Zynga has announced that it has completed its acquisition of Chartboost, a leading mobile advertising and monetization platform. This move is set to grow the company’s presence in the mobile gaming market and help them reach a wider audience.
Through the acquisition, Zynga is investing in its mobile games business. In this article, we’ll explore the details of this acquisition and what it means for Zynga’s plans for the future.
Zynga Closes Acquisition of Chartboost, a Leading Mobile Advertising and Monetization Platform
Zynga Inc. is an American video game developer based in San Francisco, California. Founded in July 2007, the company develops social video games that are played on mobile phones, tablets, PCs and other platforms.
In 2019, the company completed its acquisition of Chartboost, a mobile advertising and monetization platform used by more than 90% of the top-grossing mobile games worldwide. With this move, Zynga made strides to strengthen its position within the global gaming market and expand its advertising presence across other gaming platforms.
As a result of this acquisition, Zynga was reported to have gained access to hundreds of millions of users across multiple titles via their custom-built software development kits (SDKs). Additionally, Zynga now also has a strong foothold in driving user experience advancements with Chartboost’s data-driven platform approach to customer experience and product innovation.
Overview of Chartboost
Zynga Inc. (Nasdaq:ZNGA) recently announced it had closed the acquisition of Chartboost, a leading mobile advertising and monetization platform. Chartboost has been an industry leader in delivering engaging video and playable ads for over 1 billion mobile game downloads and 30,000 developers worldwide. The acquisition allows Zynga to expand its mobile offering to chartboost’s global advertising and monetization solutions.
Chartboost is based in San Francisco, CA, with offices in Barcelona and Amsterdam, and was founded by Maria Alegre and Sean Fannan in 2011. Founded on the principles of transparency, trustworthiness and collaboration between partners, Chartboost is an established industry leader with a track record of success. It has enabled its partners to increase lifetime value (LTV) within their games through a combination of effective monetization solutions tailored to each game.
Chartboost’s technology leverages data-driven strategies for delivering rewarded ad campaigns that drive measurable income increases for developers across all stages of the user life cycle:
- Acquisitions & engagement
- Retention & re-engagement
- Optimization & testing
- Measurement & analytics
- Revenue & loyalty schemes
- Mediation & Big Data insights
With over 5 billion app-to-app transactions powering performance marketing campaigns monthly across more than 30 countries, Chartboost is a cutting edge solution for expanding reach into new and global iOS and Android markets.
Acquisition Details
Zynga recently announced the successful completion of its acquisition of Chartboost for approximately $250 million. This deal is set to help Zynga strengthen its position as a major player in the mobile gaming market.
Chartboost provides a comprehensive suite of services for mobile game publishers, including advertising, monetization, and analytics, making it a key strategic asset to Zynga.
Let’s look into this acquisition in more detail.
Terms of the Acquisition
On October 8th, 2020, Zynga announced that it had successfully closed its acquisition of Chartboost from Chinese Internet company MangoFox. Chartboost is a leader in the mobile gaming sector, offering tools for mobile game publishers around data-driven growth and efficient monetization.
The terms of the acquisition indicate that Zynga purchased Chartboost for $250 million up front. In addition, Zynga has committed to paying out up to $250 million Earn-Out consideration over the next two years contingent upon the performance of the acquired business. As a result, Zynga has grown significantly into an even more powerful member within the mobile game publisher landscape.
The acquisition is expected to benefit both companies’ stakeholders and communities. Through this collaboration, both companies aim to further engage by bringing more rewarding experiences in all stages of the creative process:
- Pre-launch analytics and market insights
- Optimization during live operations
- Revenue optimization services developed specifically for each platform or audience segment
Overall, through this acquisition Zynga gains a leading mobile advertising and monetization platform giving it new reach across game industry partners while extending its global presence even further beyond what was already possible with its trusted publishing business structure.
Benefits of the Acquisition
Zynga’s acquisition of Chartboost offers several benefits to the company and its customers. The move strengthens Zynga’s leadership and provides new monetization capabilities for the company on the mobile gaming market. In addition, it enables Zynga to increase its global reach and product offerings, while giving it access to new technologies and insights in data, targeting, analytics and more.
The acquisition of Chartboost also allows Zynga to leverage its existing infrastructure and accelerate product innovation to optimise user engagement across all platforms, including mobile games. In addition, Chartboost’s platform will give Zynga access to feature-rich ad opportunities that can be optimised on specific mobile devices, while providing better control over budgeting decisions made by game developers.
Chartboost also brings valuable resources such as creative optimization tools to help developers build stronger campaigns with shorter development cycles. In addition, the integration of Chartboost into Zynga’s platform creates an additional layer of monetization options such as real-time bidding (RTB), a much-needed method for price flexibility according to audience segmentation or market shifts.
In addition, in-game rewards such as virtual currency concepts embedded within ads offer players incentives to engage with a brand’s messaging/offers on their gaming experience which keeps them more invested in the game itself. Accessibility is improved for users due to SDK integrations for popular partner channels like Unity Ads which helps reduce cost barriers when it comes to implementing cross-promotional marketing efforts.
Zynga’s Plans for Chartboost
The acquisition of Chartboost is set to revolutionise the mobile gaming market and offers many advantages for Zynga.
Zynga has acquired the mobile advertising and monetization platform, and the company is now looking to leverage its cutting-edge capabilities to gain a foothold in the mobile gaming market.
This article will discuss how Zynga plans to use Chartboost to its advantage as it seeks to make a mark in the mobile gaming sector.
Expansion of Advertising Platform
Zynga has recently completed the acquisition of Chartboost, a mobile advertising and monetization platform servicing gaming companies all across the globe. The acquisition seeks to help Zynga use Chartboost to expand its presence in the mobile gaming market.
Chartboost will allow Zynga to create custom and tailored global ad opportunities for its customers. It will also give Zynga direct access to critical user data, helping it better understand their behaviours and desires. In addition, this move will let Zynga reach existing customers and draw new ones into its games.
As part of the acquisition, Chartboost will become part of Zynga’s larger Ad Platforms team responsible for delivering ads tailored to different games across multiple regions and platforms. Combining Chartboost’s technology with its existing media buying platform can create more seamless ad experiences that cooperate with each other on all platforms (e.g., iOS/Android/PC). It also ensures that ads are shown only in areas related to the game experience so that players have a positive engagement with them.
Overall, adding Chartboost should prove an invaluable asset for Zynga’s efforts towards further growing its already industry-leading portfolio of mobile gaming titles worldwide. This strategic move allows Zynga greater control over content delivery so that users receive better experiences when interacting with their products and services. With this newfound power to launch campaigns at scale and monetize experiences through personalization; it is poised to make true progress towards digital leadership in a constantly changing environment of modern media consumption habits worldwide.
Increase in Monetization Opportunities
Zynga’s acquisition of Chartboost increases monetization opportunities for developers, allowing them to access the full range of advertising and promotion tools both companies provide. In addition, this opens up an opportunity to create unique monetization strategies through the combination of Chartboost’s advanced algorithms, targeting capabilities and wide-ranging network with Zynga’s portfolio of gaming properties and strong relationships with mobile gaming partners.
The chartboost platform also provides management tools, insights analytics, flexible reporting capabilities and SDK integration that can easily be implemented into Zynga games. These features enable developers to further tap into existing users when launching new titles across platforms and create a customised user experience. In addition, the training materials for Zynga’s learn about ad network program include education about leveraging Chartboost’s sophisticated campaigns in tandem with other social marketplaces and revenue components like app stores, direct deals and mobile ads from Google AdWords or Facebook Ads.
Since the goal is still ultimately to drive revenue through game sales, monetization is only complete when the user makes a purchase; so integrating Chartboost into the mix can help developers incrementally improve game sales efficacy with innovative tactics like video playback displays and incentive campaigns to better engage players. With its strategic combination of both traditional advertising elements such as display banners or house ads alongside direct platform integrations like Apple Search Ads or Google Play Store Earned Revenue Bidding on Android devices, there should be no shortage of ways that Zynga can maximise user engagement while driving new player growth through Chartboost.-
Focus on Mobile Gaming
Zynga has recently closed its acquisition of Chartboost, a leading mobile advertising and monetization platform. With Chartboost, Zynga aims to rapidly accelerate its ability to deliver personalised, engaging experiences on any device while driving increased monetization across category-defining brands on the mobile gaming market.
Chartboost’s technology and expansive global advertiser network are designed to foster a vibrant ecosystem for Zynga’s players, developers, and publisher partners. By adding Chartboost’s mobile ad monetization capabilities as part of the Zynga network, the company seeks to further fuel innovation in direct-to-consumer (D2C) games and create compelling experiences for players across devices.
Zynga plans to leverage Cross-Promotion Inventory through Chartboost’s Audience Network and sophisticated targeting technologies by growing an effective Ad Revenue Stream that will include both Ads & IAP (In App Purchases). This should lead to improved discoveries for users due to data insights from parameters like user interests and prediction targeting — all enabling customised experiences for Zynga players tailored towards each user’s preferences. Furthermore, with in-app purchases driving a large portion of their revenues already, this strategy looks like it will pay off for Zynga well into the future regarding earnings growth.
Impact on the Mobile Gaming Market
With the recent announcement of Zynga’s acquisition of Chartboost, a leading mobile advertising and monetization platform, they are poised to majorly impact the mobile gaming market.
By combining the expertise of both Zynga and Chartboost, they can provide a more comprehensive approach to mobile game advertising and monetization.
In this article, we’ll look at the potential implications of this acquisition on the mobile gaming market.
Strengthening of Zynga’s Position
Zynga’s acquisition of Chartboost will further strengthen its mobile gaming market position. The purchase of Chartboost, the industry’s leading mobile advertising and monetization platform, has ramped up Zynga’s ability to drive its direct-to-consumer business and fuel a wide range of other core services.
Chartboost is known for its understanding of user analytics, deep attribution management and wide advertising network that connects millions of game developers with hundreds of performance advertisers. Through Chartboost’s DevDIR technology, Zynga will gain an extensive library of tools augmenting existing options in programming languages such as Cocos2d-x, Corona, Unity and HTML5 as well as architectures such as Google Mobile Ads SDK (AdMob), Apple iAd SDK (Adreserve) and OpenRTB standards for cross promotional campaigns. The combination creates a powerful end-to-end solution for third party game developers looking to monetize their applications without focusing on creatives or seeking resources from multiple steps in the process.
With the addition of Chartboost to an already impressive portfolio consisting of Games by GFeed Network and Natural Fuel, Zynga looks set to become one of the top players in the rapidly evolving mobile gaming market. Furthermore, with access to proven assets such as DevDIR technology and cross promotional campaigns available at its disposal through this acquisition, Zynga has poised itself at a great advantage by maintaining both control over its user experience while also opting out short term alternatives when planning out future strategies on how best to optimise revenue streams while simultaneously driving acquisitions through multiple channels across device platforms ranging from tablets to smartphones.
Increased Competition for Other Companies
The acquisition of Chartboost greatly affects Zynga’s potential and has a ripple effect for mobile gaming companies. The platform that Zynga now has access to allows them to create more competitive ad campaigns and increase monetization, which can lead to greater profits.
This could put existing competitors at an advantage, as Zynga could potentially outcompete them if the company successfully implements these strategies. This will affect existing competitors in the mobile gaming industry and discourage new companies from entering the market due to the heightened competition posed by such a large and well-known player.
It remains to be seen whether or not this acquisition will pay off for Zynga in terms of market share versus other leading companies. However, regardless of outcome it is clear that increased competition will arise following this move.
Potential for Growth in the Mobile Gaming Market
The acquisition of Chartboost by Zynga, a leading social game developer, marks an important event in the mobile gaming industry that may lead to future market growth and expansion. In addition, this acquisition will bring valuable experience in mobile gaming and advertising to the company’s platform, allowing them to offer their customers better monetization options for their games.
By combining forces with Chartboost, Zynga will have access to better analytics and predictive technology, giving them a competitive advantage over other developers. The added gamification elements will also help them engage users more effectively by motivating players to compete for top ranking and rewards. These features may lead to longer player retention rates and increase engagement and ARPUs (Average Revenue Per User).
Acquiring Chartboost and Zynga’s already established mobile presence could open new opportunities in the highly competitive gaming space. Furthermore this could increase their global reach and create new opportunities for other companies looking to work with the two companies complementing each other. Finally, this move could benefit both companies as their current user base might start consuming diverse content from both organisations leading to increased revenues for both parties.
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