Zynga's claim to fame is mainly attributed to two reasons: brilliant games such as Cityville and Farmville, as well as the platform selected for the apps. However, since their partnership with Facebook, Zynga has repeatedly tried to gain independence. In 2010, as if in contradiction, they renewed their contract, extending it further to a five-year period. Like other firms that have collaborated with Facebook, Zynga has acknowledged that their revenue generation mainly stems from Facebook. The relationship is interdependent: if it is gaming that users' desire, then gaming is what Facebook offers. Therefore, Facebook needs Zynga and vice versa. Other reasons are not as obvious, though.
Advertisement, either free or paid, has merits and demerits. Apps are a form of advertising that requires technical and excellent marketing skills. Facebook apps are marketing tools in original form. At this point in time, people do not want to be silent witnesses. A site that does not encourage participation, but simply acts as informer is just half a site. The young generation tends to question the ulterior motive of a game and this should be kept in mind when developing Facebook apps. That is why some apps are more successful than others are: they are interactive, user-friendly and provide flexibility.
Facebook's apps are also instant exposure. Whether it is a small business or a large-scale industry, some businesses succeed over others because of their individuality. The popularity may accelerate or decline with unpredictability if the companies have not done their homework.
Those who are aware of the tools needed to create and maintain quality apps for their users are the ones that eventually succeed. Using tracking metrics prior to, during and after app development for usage and feedback is an essential component as well.
In addition, interacting with like-minded businesses and competition provides market insight. Facebook apps are not always a monetary investment. Time and effort are required to research the target audience. Constant upgrading always helps. Most businesses choose to provide free services followed by paid premium and upgrades for additional services. This strategy is ideal when the initial usage is able to match the investment by the company. The user can then choose to either continue long enough to pay for extra benefits that the apps offer. Facebook Credits has thus succeeded in bolstering the company's ROI (Return on Investment).
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