Sure, the case is easy to make. Active users for mobile games are extremely monetizable. While most individual games will eventually fade away in popularity, y

Sure, the case is easy to make. Active users for mobile games are extremely monetizable. While most individual games will eventually fade away in popularity, you can advertise your new games to your existing userbase in order to keep them hooked in. Zynga does this extremely effectively for their new game launches. The hard part, especially on mobile, is acquiring users in the first place - these can be expensive, as the natural viral mechanisms that you saw in the early days of Facebook games are typically much harder to come by on mobile, so huge, fast breakout hits like Draw Something are rare. Whether that translates into $180M of value for Zynga, or if it ends up being more like $50M or $500M depends on a lot of things, but it seems like a good bet to take that the net lifetime value of all those Draw Something users will be huge when plugged into the Zynga ecosystem. Of course, that's before even beginning to quantify the value of the Draw Something team and the domain knowledge in their heads.