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Draw Something’s usage plummets

Yesterday, ReadWriteWeb published an article by Alicia Eler on the rapidly diminishing usage of Draw Something, a mobile app recently purchased by Zynga for a reported $200 million and change. According to Forbes, the app is shedding 5 millions users a month since the Zynga purchase. 

To me, the main reasons are obvious.

Beyond the simple fact that drawing with your finger can get frustrating, the Draw Something gameplay is tedious:

  • There’s no reason to play for coins
  • You don’t earn more coins for guessing or drawing quicker
  • You can easily write the word if you value worthless coins over honesty
  • The interstitials of stars and happy explosions take way too long
  • The sequence required to “finish” a turn forces a question, “Do I have time and patience to do this right now?”: watch your drawing being guessed (skippable), guess your friend’s drawing, draw your response.
Zynga has proven their playability prowess in games like Words With Friends or Scramble With Friends and it’s surprising that they paid such a boatload for Draw Something. They could have simply made their own copycat (hello Tiny Tower clone, Dream Heights) and based it on a solid foundation of game mechanics. 
With Zynga owning Draw Something, there’s still a chance this game will bounce back but they should rebuild the whole thing from scratch.