ZYNGA HAS BECOME a household name for Facebook games, but it has struggled to prove itself with mobile gamers. On Tuesday, it took significant steps to change that. The five-year-old gaming company revealed its new line up of games and social features at its "Zynga Unleashed" event in San Francisco. The new features were aimed at bringing some momentum back to Zynga, which has has hit a rocky patch since early June. On June 12 the company’s stock dropped to $4.80 per share, its lowest point since the company went public in December 2011. The dip followed a Wall Street analyst report from Cowen & Co. comparing Zynga’s mobile strategy with gaming competitors Rovio and PopCap. Zynga was found wanting.
Wall Street has also put Zynga in the same bucket as its most valuable partner Facebook. So when Facebook's stock took hit after hit following its IPO, Zynga's did too. But even as Facebook has recovered some of it losses since it's IPO, now down about 13% from it IPO price, Zynga's stock has lost 30% of its value in the same five-week period. It wasn't surprising then, that at the Zynga Unleashed event, the company was out to prove that its mobile business has legs. Chief mobile officer David Ko pointed out that 22 million people are playing mobile Zynga games every day, a statistic that puts them in top-ranking territory. “Zynga’s Zombie Swipe and Words with Friends both cracked the top ten (game downloads),” Ko told the gathering of press and financial analysts.
Mobile games from Zynga deserve a spot on your iPhone right next to your email client and text messenge app, Zynga's CEO Mark Pincus told the crowd. "Games are starting to compete with text messages and even email," he said. "They are becoming pokes with a purpose."
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