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Overview - Zynga is among the world’s most popular online gaming firms. The firm has been operational since 2007. During this period, Zynga’s popularity has increased because of its unique approach to online gaming; Zynga is a provider of social game services with 240 million average monthly active users (MAU) to over 175 countries. The company developed markets and operates online social games as live services played over the internet and on social networking sites and mobile platforms (Facebook forms the platform for more than 90% of Zynga’s games). The Company’s games are accessible on Facebook, other social networks and mobile platforms to players globally, wherever and whenever they want, it operates its games as live services. All of its games are free to play, and it generates revenue through the in-game sale of virtual goods and advertising. The company develops browser-based games that work both stand-alone on mobile phones and as application widgets on social networking websites such as Facebook, Orkut, Google+ and Myspace. As of May 2012, Zynga's games on Facebook had over 250 million monthly active users. Five of Zynga's games, CityVille, Zynga Poker, FarmVille, CastleVille, and Hidden Chronicles, are the most widely used game applications on Facebook, with CityVille having over 40 million monthly active users, from the total revenue $7billion, 55% accounted from the top three game – 24% FarmVille, 19% Zynga Poker, 12% CityVille and from the remaining 45% no single accounts for more than 10%.

Among the most notable strategies used by Zynga is the development of “durable” and virtual products. From the context of gaming, “durable” products encompass online goods whose lifespan is considerably longer compared to the “nondurables”. The phrase “virtual” comes into application because they are sold and used online. This approach would attract many users and thus enhance the generation of...