They were able to have medium mobile successes with releases of Slots games and Farmville 2 Country Escape. The mobile games business is getting more mature and only a couple companies are really well positioned to execute and have actually proven they can make followup multiple big hits: Machine Zone, King, and Supercell. Zynga is not at their level and perhaps fighting to be in the next tier of mobile gaming companies (5-20), which isn't necessarily a big criticism that their not a top dog. But given their resources they should be able to compete better. The problem is their upper level management and C level execs, which have combined to produce a terrible company culture along with making poor strategic decisions. Their game development is driven mainly by MBA type Management consultants and East Coast ivy league graduates. Only on the shiny surface are they are Silicon Valley tech company- more of a stepping stone for opportunistic business types to get into tech. They have a great analytics infrastructure, but then they are not smart with how they use the data- and it's rather just used as a tool for Managers and execs to push their own agendas and to claim credit for various projects. Their are whole departments that are essentially useless and have no clue. Across the board- terrible management. If they empowered the people on the ground their who know what their doing, then they'd have a much better chance of success.