I wonder how much of that write down is due to Zynga's management of OMGPOP. Their games went from fairly fun to complete spamballs (popups and constant, invasive advertising) in a matter of weeks after the acquisition. That caused almost everyone I knew who played it to stop. Draw Something has unplayable responsiveness on older Android phones after the "updates".
Everyone I know who was playing Draw Something stopped playing in the 2 weeks following the acquisition.
None of them cared that Zynga took over, but they cared that they were being spammed, that the same words were coming up constantly (best way to kill the game experience), and that the service degraded visibly (lost games, inconsistencies in games, server not available).
As the games involved 2 people, as soon as some of my friends found it to be a poor enough experience and stopped using it... the whole thing unravelled really fast and the whole group of friends just stopped using it.
I couldn't make sense of it: What did Zynga do to OMGPOP? Or did OMGPOP do this to themselves in trying to justify their worth to Zynga? Did they cut servers to reduce costs, whilst 'monetising' every possible angle in the app to bring in revenue?
Whatever they did, it worked. Just not in the way they wanted.
