Zynga's 'Draw Something 2' fades quickly after strong start


Zynga's (NASDAQ:ZNGA) Draw Something 2 is struggling to match the success of its blockbuster predecessor, according to new data from BTIG Research.

The free version of Draw Something 2 launched on April 24 and topped Apple's (NASDAQ:AAPL) App Store rankings within two days, BTIG reports. The title spent about a week in the top spot, remaining at No. 2 until May 5 but subsequently plummeting to No. 33 now. By comparison, developer OMGPOP released the original Draw Something on Feb. 1, 2012, topped the charts on March 3 and hovered around the top spot for more than a month, remaining at No. 26 on May 24, nearly three months after it peaked at No. 1.

"When [Zynga] was on Facebook (NASDAQ:FB) in the early days, it dominated both the number of titles and promotion," said BTIG Analyst Richard Greenfield. "There are many games from many publishers available on mobile and new ones are featured every time we enter an app store. Facebook app install ads have been among FB's most successful (albeit spammiest) advertisements and it feels like every ad on FB is now for a new game or app. In addition, with so much choice, users are increasingly fickle. It is hard to find a game that sticks now, with Zynga struggling relative to Supercell and King.com." Article