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Its main product, Farmville, is shedding users. Launched two years ago, FarmVille at one point had Now the number of people coming back on a daily basis is down from that by nearly a third. Zynga has resorted to stunt marketing In an effort to staunch the wound.

Last week's GaGaVille promotion with the over-exposed Lady GaGa will provide a short term bump in users and that's all. Zynga management reasonably thinks that players of its Ville games are getting as tired of them as everyone else on Facebook already was. In an effort to move away from CityVille isn't that an oxymoron?

As someone who has been playing board games since Mr. Moneybags was a mere Monopoly clerk, I can tell you that war and strategy are exactly not the things that get most women interested in playing a game. And given that the average social media gamer is a year-old woman with too much time on her hands, that is a problem.

Gaming sophisticates are saying it's more like Risk meets Settlers of Catan -- and if you don't know what that is you should. In Settlers you develop an island by building towns and trading resources with the other players -- until it is time to screw them over.

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