What Zynga Really Wants From OMGPOP’s ‘Draw Something’

Zynga made a huge acquisition Wednesday, snapping up Draw Something producer OMGPOP for a reported $200 million-plus price tag. But let’s be clear: What Zynga is picking up isn’t just a hit game, the team that built it, or even the 35 other titles that OMGPOP has created over the last six years. And it’s not just buying potential ad or in-game sales revenue from Draw Something users. What Zynga’s really buying is a huge engaged audience that it can funnel into its other social gaming properties.