Speaking to GamesIndustry International, EEDAR VP of Insights Jesse Divnich says that he thinks the social game publisher has fallen far enough in value that it could become an acquisition target for the right company.
"At a $1.7 billion market cap, a Zynga acquisition seems favorable for anyone looking to pick up 300 million pair of eyeballs every month," Divnich said. "I'd argue that Facebook could become a potential suitor for Zynga--of course I am not trying to spread any rumors; rather I am thinking out loud."
Divnich also said that a first-party development approach like the one employed by Nintendo could be replicated well by Facebook simply by acquiring Zynga.
"First-party has many roles," Divnich said, "but the two primary ones are: Supplying developers with the proper tools, technologies, and support. The second is demonstrating the existence of a profitable, captive, and engaged audience. The Facebook audience is well engaged, somewhat captive, and nowhere near as profitable as they should be."
Divnich also acknowledged Zynga has had fair share of trouble monetizing its audience, noting that there is "no question" Zynga users could be better monetized.
"With 300 million monthly active users, they should be achieving a monthly ARPU of 34 to 39 cents; compared to their current sub-25 cents a user," Divnich said. "And that's just gaming revenue. If properly funneled to other entertainment options, a company should be realizing 49-to-53 cents a user per month…In the right hands, Zynga and their 300 million users would be a steal given the company's market cap."