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Zynga up 3% as it launches new match-3 game

  • Zynga (NASDAQ:ZNGA) is up 3.2% on a day where it's launched FarmVille: Harvest Swap, a new effort to take some share from monsters like Candy Crush Saga in the Match-3 puzzle game genre.
  • Zynga says more than 60% of gamers play Match-3 style games, and nearly 75% of FarmVille players are fans of the genre. FarmVille has been downloaded more than 700M times, and the new game leverages that user base by allowing players to earn resources across the various FarmVille games.
  • The company promises a fresh take on the game mode, with drag-or-swipe function added to the swap mechanic, as well as a larger storyline that requires puzzle-solving for advancement.
  • Zynga discussed its strategic refocus (with particular emphasis on mobile) during recent conference calls -- it now focuses on five categories, Action Strategy, Social Casino, Invest & Express, Casual and Racing -- and while the original FarmVille lives in its Invest & Express group, the company considers the new entry part of its Casual group.

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