Tomahawk, WI 06/07/2014 (Basicsmedia) – Can you keep people glued to the same few games year after year? ‘No’ would appear to be the obvious answer and that is the core of the problem for Zynga Inc (NASDAQ:ZNGA), maker of the famed FarmeVille game. The fact is that people seem to have moved on to obsessing about newer games — whether it’s Angry Birds or the Candy Crush Saga from Zynga’s rival King Digital Entertainment PLC (NYSE:KING).

Which explains the decline in Zynga’s share prices year-to-date.

Brave Efforts by the CEO

CEO Don Mattrick has not given up so far and has made major changes to senior level personnel, and the latest round of those changes include news that three senior management level folks leaving. They are Travis Boatman, who headed Word With Friends, Terence Fung, who headed acquisitions and Zynga Studios one-time head Steve Chiang.

Other moves include releasing Farmville 2 on Zynga Inc (NASDAQ:ZNGA)’s mobile platform and a new version of it coming soon for Kindle users. Hit It Rich! Is available on Google Play — apart from being available for free download to the iPhone and iPad from the App Store plus being available for download on the Web.

A Formidable Challenge

It remains a formidable challenge however to revive Zynga Inc (NASDAQ:ZNGA)’s stock or the appeal of its games. The markets are in love with rival game-maker King’s stock which had an IPO recently. The trendline shows that Zynga’s user base has been steadily sliding since the middle of 2012 with daily and monthly active user numbers as well as its revenue going down consistently quarter after quarter.

In 2013, Zynga Inc (NASDAQ:ZNGA) laid off 520 workers — 18% of its total workforce — to control and cut costs. The stock has seen highs of $14.69 in March 2012 and lows of $2.12 in November 2012.

Analysts, however, have rated the stock recently where Barclays analysts rate it higher from $4.50 to $5.00 while Piper Jaffray analysts have rated it lower from $5.00 to $4.00. Analysts are, therefore, predicting that the stock has some potential to rise in price from its current levels.

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