But there’s a level of creative confidence at this company that I have never seen before.” It’s a risk when you make changes to a successful game. “I believed we could do a lot more, and we have permission. “When I joined and looked around at the team, I had to ask if they were satisfied with the experience as it was, and if they were getting the results they wanted,” Giovanello said. The team has had turnover, but it includes veterans who have worked on the game for years. Giovanello said he was encouraged to take risks by the new chief executive Don Mattrick. The chips are tactile to your fingers on a touchscreen. Gold increases value, and the lighting changes at night.”Īt the table, it’s easier to see whose turn it is based on the size of the player’s photo. He added, “We looked into the psychology of casinos. “It’s more social, with an emphasis on quality, immersive, and personal, like you have permission to dream, play and win.” “We had to think about what matters, about how we want our players to feel,” he said. The key at the beginning, Giovanello said, was to forget about seven years of constraints and embrace an “authentic Vegas-style experience.” The title isn’t necessarily about being realistic, but about being who you want to be. “We are going back to our roots in social,and players will find that the new Zynga Poker delivers entirely new layers of social, making it easier for you and your friends to join the same table and instantly connect,” said Clive Downie, Zynga’s chief operating officer, in a blog post today. It also woke up the online gambling industry by showing them how wide an audience a game such as social online poker could get, even if you couldn’t actually cash out your winnings. It grew to an audience of tens of millions and was one of the early titles that convinced players to embrace virtual goods, or playing a game for free and buying virtual items (in this case, poker chips) with real money. Zynga Poker launched in July 2007 as Zynga’s first social game on Facebook. The team focused on better design, a forward-looking user interface, smart integrated systems, and a brand-new engine to bring better animation and effects. “How do you reinvent that experience? We wanted to create an app that was rearchitected for mobile and reimagined. “Poker is a 200-year-old game,” Giovanello said in a chat at Zynga’s headquarters in San Francisco. Nick Giovanello, the creative director for Poker Mobile, said in an interview with GamesBeat that he joined the team last year at a pivotal time in the history of the 7-year-old game that has been Zynga’s cash cow. The dynamic audio is also aimed at making you feel like you are on a casino floor. The icons are color coded so you can make your choices more easily in games like Texas Hold’Em or a Shootout Tournament. That’s a lot like modern day casinos, where red makes you feel more aggressive and gold makes you feel rich. It adapts to your skill level and places you at a poker table that matches your level, gameplay patterns, and preferences. The new mobile game runs faster and gets you into a game as soon as it can. In poker alone, the social-gaming giant faces up to 30 rivals around the world. Zynga is now third with 10.1 percent of the market, according to market analyst firm Eilers Research. Caesars Interactive has 14.7 percent of the social casino game market while IGT’s Double Down has 12.1 percent. But more than 100 social casino game startups have challenged Zynga, and others have taken the lead in market share in the casino games. About 350 million people have played Zynga Poker, and millions still play every day.
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