How Zynga's Strategy Is Just Like Microsoft's: Copy, Crush

markpincus tbi

One reason people love to hate Zynga is the approach Zynga has taken to becoming so successful: The Microsoft approach.

Specifically: Copy a competitor's product, then crush the competitor.

Bill Gates did not grow Microsoft into an global giant by purely innovating or creating completely new products. Instead, he identified successful products, duplicated them, and used Microsoft's superior positioning and power to crush the existing competition.

For instance, Microsoft's Windows banished the Macintosh to years of relative obscurity; Internet Explorer killed off Netscape; Excel walloped Lotus, and Word replaced WordPerfect as the gold standard in word-processing.

Similarly, to grow his company, Zynga founder and CEO Mark Pincus has applied this model to the social gaming industry.

One way Zynga creates huge hits is by identifying popular games from other studios, creating a near replica, and then beating the original with a bigger marketing budget.

As with Microsoft, this strategy has made Zynga unpopular.  The company has already paid one seven-figure settlement, and is mired in a slew of ongoing lawsuits. 

But unpopularity -- and even perpetual legal battling -- may be problems Zynga is happy to put up with.  As Microsoft has demonstrated, the strategy works.

Until his recent displays of philanthropic munificence, Bill Gates was never a beloved figure -- not the way Steve Jobs and Larry Ellison were. But you never caught his shareholders complaining.

So far, Mark Pincus and Zynga appear to be making that same trade-off.

Take a look at Zynga's games, the games it copied, and how it has crushed the innovators →

Photo: Joi

i wonder how sustainable this is for a social game. unlike MSFT, zynga does not own the platform. switching costs are really low from one social game to the next. does zynga need to own any platform? perhaps their platform is the toolbar they put into all games to cross-pollinate?

Web 2.0 Suicide Machine: How to Quit Facebook, Twitter - TIME


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Need to disappear from Facebook or Twitter? Now you can scrub yourself from the Internet with Web 2.0 Suicide Machine, a nifty service that purges your online presence from these all-consuming social networks. Since its Dec. 19 launch, Suicide Machine has assisted more than 1,000 virtual deaths, severing more than 80,500 friendships on Facebook and removing some 276,000 tweets from Twitter.

Once you hand over your log-in details and click Commit, the program will methodically delete your info — Twitter tweets, MySpace contacts, Facebook friends, LinkedIn connections — much like users could do manually. What remains is a brittle cyberskeleton: a profile with no data. Users seem to love it. Testimonials range from joyous farewells ("Goodbye, cruel world!") to good-riddance denouements ("Thank you, microblogging. You are, in fact, totally useless"). Suicide Machine is so popular that thousands of people are waiting their turn for their own cyberoffing. "Our server is so busy handling the requests," says Suicide Machine co-creator Walter Langelaar. (See a story on Foursquare's social-networking twist.)

But be warned: As in life, resurrection is impossible. Going through the process means that your Web doppelgänger will croak for good. When it does, you'll receive a cybermemorial on the site. RIP, 2.0. We'll miss you.

What appeals to many of the site's boosters is the simplicity of the exit. When trying to close an online account, users are often asked to fill out a questionnaire. More important, their information and connections aren't then erased; they're just unpublished. By deleting all your data, Suicide Machine says, your private information is snuffed out on website servers.

Not everyone thinks the proposition is so cool. The uptick in social suicides has put Facebook in a tizzy. In an e-mail to Suicide Machine's founders — Langelaar, 32; Gordan Savicic, 30; and Danya Vasiliev, 31 — Facebook demanded that they "cease this activity immediately," citing a violation of users' privacy. But the founders disagree, saying users voluntarily hand over their log-in details. Though Facebook blocked Suicide Machine from accessing its site earlier this month, Suicide Machine's creators, and the suicides, are continuing. "Compared to the more than 350 million users [on Facebook], we think deleting a few hundred is not very impressive," says Langelaar. "But they picked up on it as a potential threat." LinkedIn, MySpace and Twitter have not yet publicly responded.

Langelaar, who is based in Rotterdam, and Vasiliev, who works in Berlin, first met in 2002 during their undergraduate studies. The pair met Savicic while in art school in the Netherlands in 2007. They describe their work as "geek chic." Suicide Machine isn't the first collaborative new-media project for the trio, who also operate media lab Moddr and are members of the Rotterdam-based artist collective Worm. Inspiration for the Web 2.0–suicide idea took root when Worm threw a 2008 New Year's Eve party themed "Web 2.0 Suicide Night." Recalls Langelaar: "The idea was that everybody would be nice and analog."

See a story about Facebook's "25 Things About Me" meme.
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is this the new rage?