02/15 ’12 Facebook And Gaming - What We Can Reveal From S-1 IPO Filing - Part 2
By Thomas Neanderthal
"Apps built by developers of social games, particularly Zynga, are currently responsible for substantially all of our revenue derived from Payments".
Social online games are the only apps presently generating earnings from online money and virtual wares orders. This is likely to change as "gamification" commences to take hold and also additional sorts of Facebook applications begin to integrate digital items and money into their solutions. The model of retention points systematically delivered by airways, financial companies, and many others might possibly be an incredible pursue arena for Facebook. Facebook in addition ought to make use of its online currency beyond the States and particularly in Asian countries in case it wishes to maintain aggressive growth policy.
"If Facebook-integrated websites draw users away from our website, it may reduce or slow the growth of our user activity that generates advertising opportunities, which could negatively affect our advertising revenue".
Although we believe that there are significant long-term benefits to Facebook resulting from increased engagement on Facebook-integrated websites, these benefits may not offset the possible loss of advertising revenue, in which case our business could be harmed."
So what is Facebook raving about in this case? Lately websites and also game locations have opted that they wouldn't want to go through the time and effort of creating Facebook designated apps. As an alternative, they are redirecting customers away from Facebook to their internet products by embedding a switch in Facebook. Facebook recognizes this approach and fears that this will set off Facebook clients acknowledging that there is always a whole world aside of Facebook. Facebook intends to withhold you in Facebook. They have already applied measures to shut down the ability to take Facebook consumers from Facebook via the false Facebook application approach.
"We currently generate significant revenue as a result of our relationship with Zynga, and, if we are unable to successfully maintain this relationship, our financial results could be harmed." In 2011, Zynga accounted for approximately 12% of our revenue, which amount was comprised of revenue derived from payments processing fees related to Zynga's sales of virtual goods and from direct advertising purchased by Zynga. Additionally, Zynga's apps generate a significant number of pages on which we display ads from other advertisers. If the use of Zynga games on our Platform declines, if Zynga launches games on or migrates games to competing platforms, or if we fail to maintain good relations with Zynga, we may lose Zynga as a significant Platform developer and our financial results may be adversely affected".
Clearly Zynga's effect on Facebook is vast. It in addition explains that social online gaming carries a direct impact on advertisements incomes likewise. Not sure whether the twelve per cents takes into account the advertising campaigns profits that Zynga triggers and also how much money of the grand revenue Zynga contributes to Facebook. We might want to survey into Zynga's own S-1 to specify that. Furthermore, Facebook could not observe the absolute incomes persuade of all social gaming applications in Facebook from a digital currency as well as advertisements viewpoint. Certainly observers were not clever enough to ask specific question. If you are going to invest in Facebook stock you will need to find out the explanation to these challenges. There are actually a number of sizable game publishers in Facebook and certainly together they maintain significant induce on Facebook's business results.
To be continued ...
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