Zynga Goes to Bangalore
FEB. 18, 2010 • Zynga opened its first office outside the United States in Bangalore, India. The Indian operation will concentrate on game and large-scale infrastructure development. The developer cited data from the Internet & Mobile Association of India that says 41% of active Internet users in the country played online games in the country.
Impact: Facebook has been a big hit in places like Latin America and other emerging markets. Furthermore, free to play games tend to always be popular as a way to gradually introduce consumers to games without forcing them to make a big upfront commitment. In other words, a company like Zynga could help seed the market in India. In terms of sheer population, India is obviously enormous with over one billion people. However, in terms of actual consumer spending on games, India is a rounding area, even when compared to markets like Australia with a little over 20 million people. It will take several years before a decent market emerges in India, but it will probably be the introduction of free-to-play online games that starts to build a consumer base.