myYearbook Buys Five Android Mobile Apps

Teen-focused social net myYearbook is trying to build up its mobile side with the acquisition of five Android apps and a multiplayer engine FlockEngine. The acquisitions include free-to-download games Toss It, Tic Tac Toe, Minesweeper, SpringDroid, and Line of 4. Apart from the apps, myYearbook is adding executives from Austria-based FlockEngine and UK-based SpringDroid join myYearbook to help guide its mobile strategy.
The acquisitions mostly reflect myYearbook’s business model by relying on virtual currency and advertising as their revenue streams. Plus, the acquisitions expand on the synchronous live gaming platform it introduced last year, as these gaming apps aren’t intended to be played by everyone at the same time. For example, Facebook has benefited from the popularity of Zynga’s FarmVille and Mafia Wars, which rely on interactivity among the players, but do not have to be played live and all-at-once.
The New Hope, PA-based social net, like most media companies these days, is looking increasingly toward mobile for its growth. It claims about 25 million users currently. One-third of the daily visits myYearbook receives now come from mobile devices, up from 2 percent at the beginning of 2010, the company said. “We expect mobile will soon surpass the web in total visits,” said Catherine Cook, co-founder of myYearbook in a statement. She adds that each mobile user visits the mobile site about 115 times a month.
In addition to buying the apps — terms weren’t disclosed — myYearbook plans to create some in-house for release later this year.