The outcry that erupted when Zynga attempted to serious cross-promote their own Mafia Wars in Cafe World is something marketers should take note off. The key is know your audiences, no matter how small the number of products you offer.
While Zynga's product offerings are smalling in numbers those that are consuming the products are in the millions. Farmville is estimated to have 75 million active users per month with Cafe World and Mafia Wars 30 and 25 million in February 2010 according to a CNN article.
Niches
Just like in the real word there are niches, within the Social Gaming niche there are many niches. There are many tastes and believes. There are those who are not into Mafia related games or Poker related games. There are those that are into Cafe World and Farmville that are not into Mafia Wars or virtual chefs that do not want to be virtual farmers.
There are those that might pay poker or Mafia Wars but don't necessarily want their children learning the Mafia Lifestyle.
Keep Mafia Wars and Poker out of Farmville, Cafe World and Petville. Those farmers, chefs and pet owners that are into Mafia Wars will naturally find themselves there. No need for cross promotions.
Values
Personally I am not into Mafia Wars cause I do not like anything that glorifies the gangster lifestyle. My beautiful country Jamaica has is problems with gang-related murders and violence. Poker and gambling is also something that I not into. Zynga has to learn to understand the values of the different niches
My advice to Zynga, pay attention to the niches as you ponder carefully your cross promotions efforts.
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