Poll results: Zynga should buy its way into real-money

News that social gaming operator Zynga had made a verbal offer to acquire bwin.party-owned poker network Ongame earlier this month sent ripples through the industry. At last, a giant of the social gaming world was taking steps into real-money gambling.

Many had accepted that Zynga’s move into real-money was inevitable; in March this year Zynga’s founder and CEO Mark Pincus (pictured) described real-money gambling as “the perfect fit with virtual goods and social games“.

But it has long been unclear as to what strategy it would take to bridge the two sectors. Last year, Zynga was the first to show an interest in acquiring social casino operator Double Down, which was eventually bought by IGT for up to US$500m, with the interest in a poker network such as Ongame demonstrating its intentions to venture into regulated markets and away from its reliance on Facebook.

Sources close to the matter last week confirmed to eGaming Review that Zynga is at the front of a six-company queue interested in buying Ongame, and that representatives from the California-based company had flown into Stockholm to discuss a potential deal.

But is this kind of acquisition the right path for Zynga? The majority of eGR readers believe so, with more than half (53%) suggesting it should buy or partner with an online operator.

Almost a third (28%) of readers said Zynga should launch a real-money product, or products, on its own, while 14% suggested it should buy or partner with a land-based operator. The latter was rumoured earlier this year when talks between Zynga and Las Vegas-based Wynn resorts were widely reported.

For now it seems Zynga will continue to pursue its web and mobile virtual currency strategy rather than partnering with a land-based casino, however the urge to break into real-money gambling appears to be edging closer by the day.