Zynga acquires mobile developer OMGPOP

Social gaming giant Zynga acquired New York-based social game developer OMGPOP, the creators of the cult hit mobile game “Draw Something” and an additional 35 social games, for $210 Million, this month (March).

OMGPOP was founded in 2006 as the “i’minlikewithyou” or iilwy social network which it followed with the launch of gaming website OMGPOP.com in 2009.

The blockbuster hit game “Draw Something” is a Pictionary-like game that generated a staggering 35 Million downloads in just six weeks, soaring to the top of numerous charts, reaching the number one Word Game in more than 80 countries worldwide, and in its first six weeks did a sterling job at attempting to unseat mega-hit Angry Birds.

“The OMGPOP team has created a game that’s fun, expressive and engenders real social interaction,” said Mark Pincus, founder and CEO of Zynga. “Draw Something has captured the imagination of millions of people around the world. We love the way they’ve worked playful and relevant culture into their games from Devo to Daft Punk, from Lin to Beckham. We’re honored to have the opportunity to partner with and support such an innovative team of creative inventors.”

Dan Porter, chief executive officer of OMGPOP added: “Our new partners at Zynga know how to innovate at scale, and they’re pushing the limits of social with their mobile games. With the added resources we now have, and the deep gaming experience we can draw from, we can’t wait to continue to surprise our users. If you’re a fan, a player of ours, I can’t wait to show you what’s in store – it’s going to be drawsome.”

If a recent mobile gaming research report from SuperData is anything to go by, Zynga are well placed for the opportunities ahead in the fast growing mobile gaming sector, that SuperData says will triple by 2015 to represent a $7.5 billion market worldwide.

Other interesting findings highlighted in the report include:

–  Currently the largest market for mobile gaming, Asia, is forecast to produce revenues of $3.2 billion by 2015.

–  Freemium accounts for 55 percent of all mobile game revenues, compared to 6 percent advertising revenue.

–  Between 3.5 percent and 10 percent of a mobile Free-to-Play game audience will convert to paying users.

–  Most gaming users spend between $8 and $15 per month.

“The mobile gaming market is key to building a successful strategy,” says Janelle Benjamin, SuperData’s vice-president of Research.  “Only by capitalizing on the early momentum can game companies establish a sustainable footprint for the long term.”

Under the Zynga umbrella, OMGPOP will focus on strengthening its existing portfolio of fun and creative social games.