Zynga Betting the Farm

Is social gaming giant Zynga ignoring the ad market at its own peril?

Just as advertising demand for social games is poised to explode—eMarketer predicts spending will surge 33 percent in 2011, to $192 million—the company behind monster hit FarmVille seems not to care. That could allow an opening for more experienced media companies like Disney, Electronic Arts and WildTangent to swoop in and grab the lion’s share of business.

Some say that Zynga’s engineer-heavy culture just isn’t that interested in advertising.

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