myYearbook Expands Mobile Strategy With Acquistion Of 5 Android Apps And Gaming Engine

Social networking site myYearbook just announced the acquisition of Five Android apps and a multiplayer engine. These efforts are a part of myYearbook's mobile strategy which is anticipated to see the biggest growth.

Social networking site myYearbook just announced the acquisition of Five Android apps and a multiplayer engine. These efforts are a part of myYearbook’s mobile strategy which is anticipated to see the biggest growth. More after the jump.

myYearbook has acquired the following apps:

  • SpringDroid: popular Q&A app that lets users share and ask questions with people they know
  • Toss It
  • Tic Tac Toe
  • Minesweeper
  • Line of 4

These are among the top-30 most downloaded free Android games on the market. myYearbook has also acquired a synchronous multiplayer engine known as FlockEngine to facilitate game matching.

“Today, mobile is the driving force in myYearbook’s growth. One-third of our visits each day now come from mobile devices, up from just two percent at the beginning of 2010, and we expect mobile will soon surpass the web in total visits,” said Catherine Cook, co-founder of myYearbook. “We’re seeing unprecedented user engagement on mobile devices – an average of 115 visits per mobile visitor per month.”

myYearbook differs from Facebook in the sense that its users wish to meet other people. A survey of 15,000 people was conducted asking people why they use myYearbook:

a. 74% say to meet new people
b. 50% say flirting
c. 40% say play games

Since the site is mostly about meeting others, myYearbook is aiming to facilitate a similar experience on mobile. The key difference between users using myYearbook on web vs mobile is that on the web its 15 visits a month, but the avg. visit time is 20 min; whereas on mobile its 100 visits a month (but the sessions are much shorter ~ 90sec). myYearbook launched live video chat with gaming in January, a feature where people can join others in synchronous gaming sessions. myYearbook chose Android because of its faster growth in terms of visits to myYearbook.

Geoff expects games on Android to get richer, and in-app billing to get hotter, and so myYearbook’s focused expansion into mobile will create new opportunities for growth through innovative advertising solutions, cross-promotion of apps and deeper use engagement. Essentially myYearbook is trying to fold all its efforts into creating a social layer that puts a strong focus on ‘who’ players play vs. just what they play.

“Over the last six months, myYearbook has seen a 400-percent increase in mobile ad impressions, the largest increase in our history,” said Bill Alena, chief revenue officer of myYearbook. “Our users are increasingly engaged in mobile content and we are seeing more than half a billion mobile ad impressions per month. As our efforts to expand across mobile platforms continue, our mobile impressions will continue to grow exponentially.”

Many companies are eyeing Android as the space slowly but surely matures. HeyZap recently expanded their publisher platform on to Android to help facilitate game discovery through player check-ins. These check-ins post newsfeed style blurbs within HeyZap’s Android app which has garnered over 250,000 check-ins across 3,000 different Android games. PapayaMobile is also running a strong gaming network on Android with over 9 million registered users. myYearbook doesn’t have any definitive plans for going after similar markets but they could potentially open up to third party devs down the line and introduce their premium Lunch Money virtual currency for use.

“Over the last six months, myYearbook has seen a 400-percent increase in mobile ad impressions, the largest increase in our history,” said Bill Alena, chief revenue officer of myYearbook. “Our users are increasingly engaged in mobile content and we are seeing more than half a billion mobile ad impressions per month. As our efforts to expand across mobile platforms continue, our mobile impressions will continue to grow exponentially.”