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What Zynga's Mobile Metrics Mean

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Part 4
What Zynga's Mobile Metrics Mean PART 4 OF 6

Assigning Value to Zynga’s Audience

Zynga adds 3 million daily active users in one year

As Zynga (ZNGA) reports on the continued expansion of its active audience, it is important to understand the value of those metrics.

Zynga reported that its DAU (daily active user) base grew to 21 million in 2Q17, from 18 million a year earlier. The growth was supported by a 28% YoY (year-over-year) increase in the company’s DAUs to 19 million, which reflected on its top line. The company said its mobile revenue rose 30% YoY to $179.9 million and comprised 86% of its total revenue in 2Q17. Its total revenue in the quarter was $209.2 million, up 15% from a year prior.

Assigning Value to Zynga&#8217;s Audience

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Zynga posts average booking per user growth

Zynga’s bookings for the quarter were $209.2 million, up 20% YoY, and 2% above the internal guidance. A study of Zynga’s audience metrics shows that the growth in its active user base was accompanied by a corresponding increase in bookings per user. In 2Q17, Zynga reported average daily bookings per DAU of $0.109, up from $0.107 in 2Q16. The chart above compares Zynga’s average daily bookings per DAU for select quarters.

Key performance indicator

It’s important to note that, for digital game publishers such as Zynga, Glu Mobile (GLUU), Take-Two Interactive (TTWO), Electronic Arts (EA), and Activision Blizzard (ATVI), bookings are closely watched performance indicators.

Zynga has a turnaround program underway that is expected to result in higher average daily bookings per DAU and better profitability. The company posted a net income of $5.1 million in 2Q17, reversing its net loss of $4.4 million in 2Q16.

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