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Zynga is the developer that is behind the hugely successful FarmVille, a Facebook in-app game that was first launched in 2025 (click here for more free gaming suggestions). The game has gone on to be available on Apple and Android mobile devices and has millions of players. Zynga now has an impressive social and mobile gaming network that consist of many different titles. The San Francisco-based developer has long been viewed as a shooting star within the gaming development industry, considering its prowess in the brand new mobile and social markets. As a result, Zynga is an organisation under on-going scrutiny. And that scrutiny has presented Zynga's most recent failure for all to see.
Pressure has been growing on Zynga for some time, due to its business model of developing free content, within which they rely on players spending on money to acquire extra items. And it continues to grow after it turned out that Zynga's share price decline at the end of July by 13 per cent. That share price news came on the same day that Zynga said it will not be able to continue to pursue its plans for developing a real-money gaming empire in the US. Online gambling is a really tenuous area within the US, and only the likes of Las Vegas, New Jersey and Delaware have legalised the activity.
The US developer was forced to announce outright that it was giving up on trying to obtain a licence for real-money gambling. No further information was offered by Zynga, presumably because the developer had just admitted to defeat. To put it into context, that real-money gambling licence had been described as a 'lifeline' by industry analysts. Consequently, Zynga's future as a shooting star now seems destined for extinguishment.
Zynga has had sit back and watch its empire fall away as rivals swooped in with competing free content – for example: Candy Crush Saga. The crux of the problem with social gaming is that players don't feel tied to games that they do not have to pay for. They merely follow crazes and recommendations until they do not wish to play any longer. Zynga's situation highlights what a difficult industry it is within developing free apps.
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