Zynga, OMGPOP prepping 'Draw Something' sequel
Zynga (NASDAQ:ZNGA) is readying a sequel to Draw Something, the mobile social game it acquired along with creator OMGPOP for about $180 million in March 2012.
Television personality Ryan Seacrest (the producer of a proposed Draw Something TV game show) first leaked the existence of Draw Something 2 Monday on Twitter; in response, Zynga Vice President and OMGPOP CEO Dan Porter tweeted "So excited to confirm Draw Something 2 is coming soon [with] new ways to draw and connect."
Draw Something, available for Apple's (NASDAQ:AAPL) iOS and Google's (NASDAQ:GOOG) Android, challenges gamers to guess what word their opponent is sketching. TechCrunch reports the sequel will introduce new social features enabling players to keep and show off their drawings, instead of allowing their efforts to vanish within the gameplay experience. Sources say Zynga hopes skilled illustrators will accumulate fan followings, further improving the overall stickiness of the user experience.
Draw Something first launched in early 2012, shattering 50 million downloads within its first two months of availability. Consumer interest cooled dramatically following Zynga's takeover, however: Last fall, the company wrote off about half of OMGPOP's purchase price, and in its most recent quarter, Zynga CFO Mark Vranesh said that spending on in-game enhancements and add-ons has dropped. TechCrunch notes that between 10 million and 20 million users still play Draw Something every month. As of the fourth quarter of 2012, Zynga reported having 298 million monthly average users in all, including 72 million mobile users.
Draw Something 2 represents Zynga's first-ever sequel targeted exclusively for mobile devices. Its track record on follow-ups is mixed: FarmVille 2 was a success, but CityVille 2 and Mafia Wars 2 were disappointments.
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