Drawing a blank: Draw Something 2 struggling to monetise, says BTIG Research
That's according to research carried about by BTIG, which concludes that the strong debut of Draw Something 2 back at the end of April has been followed by a strong decline in the game's fortunes.
In short, Zynga is struggling to recapture the appeal - and, more importantly, earning potential - of the original game.
Draw Something anything
That's a trend that won't surprise everyone, however.
The original Draw Something's popularity began to wane shortly after Zynga acquired OMGPOP - a decision that ultimately led to the social gaming giant writing off close to $95 million in revenue in 2012.
Nevertheless, Draw Something 2's start looked promising. The app reached the coveted #1 spot in iOS downloads within two days of its release.
As BTIG's analysis highlights, the game only lingered there for a week, however, before falling to the #2 spot on 2 May that it held onto for three days.
After 5 May, Draw Something 2 plummeted down to the #31 spot all less than a month after its release.
Fudged follow up?
For comparison's sake, the original Draw Something was released by OMGPOP on February 1, 2012 and reached #1 on March 3 2012.
It hovered around the top spot until 4 April (two weeks after the Zynga acquisition) and fell to the #26 spot on 24 May, nearly three months after it peaked at #1.
In terms of grossing ranks, the picture for Draw Something 2 is even bleaker. The original Draw Something peaked at #3 on March 21 2012 before falling down to the mid-70s two months later.
Draw Something 2, by contrast, peaked at #74 on the grossing ranks and has since declined to #151, painting a picture of a game that - to Zynga's cost - isn't monetising as the firm would hope.
[source: BTIG Research]
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