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Shoot bad guys with the bullets you got. The company initially relied on free distribution of its product to users, and later began spending money on marketing.
According to one analyst, Zynga can either fund the creation of new games to attract new users, or it can buy smaller game studios with new games which will bring in new customers.
In September , Gawker reported that Zynga had set up a "Platinum Purchase Program," a private club for their top spenders, allowing members to purchase virtual currency at favorable rates.
Some journalists questioned the viability of Zynga's business model. Ray Valdes questioned the long-term prospects for Zynga, saying that it would be difficult for the company to make new titles to replace old ones whose novelty is fading.
In an October article in The Wall Street Journal , Ben Levisohn said that Zynga has "issues that could limit its upside," such as its dependence on Facebook and its reliance on a small percentage of users and a small number of games for most of its revenue.
In July , after announcing disappointing second quarter results, some analysts speculated that the sale of virtual items may not be a long-term, viable business model.
Through , Zynga let players earn in-game rewards for signing up for credit cards or for a video-rental membership. In November the company removed all "lead-generating" ads, relying instead on revenue generated by the percent of players that pay for in-game items.
Since then it began re-introducing the ads back in but with controls to monitor the kinds of ads that appear. In early November , it was estimated that about one-third of Zynga's revenue came from companies that provide legitimate commercial offers, such as trading Netflix memberships and marketing surveys for in-game cash.
In , Zynga started to move employees to new headquarters, located in San Francisco's South of Market district. Zynga operates as a meritocracy in which employees are encouraged to be and are compensated for being great entrepreneurs.
The company expects workers to fix what they are unhappy with, thus making the workplace better for everyone.
Pincus stated that Zynga is "building a house that we want to live in". He meets with new hires about every two weeks and speaks with them for about 90 minutes, in an open question and answer format.
He discusses the company's values, and he encourages the new employees to challenge those values. Women at Zynga , launched in , is an employee-led resource group that focuses on empowering women to succeed and become leaders in their careers and communities especially within the tech space.
According to Stephanie Hess, VP of Communications at Zynga, who also leads Women at Zynga , the group strives to attract, hire and retain top female talent.
The Christian Science Monitor recognized the company's efforts to use a storytelling model to recognize the diversity of women employees.
Zynga has a "family first" atmosphere and is "kid-friendly" for child visitors. The company has seasonal events, such as a Halloween party to which employees bring their children.
Employees feel supported professionally as well as personally. The company believes that "allowing employees to be present in all parts of their life will lead to more productivity in the workplace and beyond.
The company also offers free, on-site, gym and fitness classes, free breakfast and lunch each day, a shuttle service to the Bay Area Rapid Transit and CalTrain in San Francisco.
The company also has "relaxation lounges" and arcade and console games, dry cleaning services on-site, and indoor bicycle parking. Each of the different locations offer different benefits to a certain extent.
In general, the company is highly "dog-friendly" where "Every day is 'bring your dog to work day'. Prior to the company's IPO, when Pincus was still CEO, Zynga's corporate culture received some negative media attention for renegotiating the equity packages of four senior employees.
They had the option to leave and have a package, as happened with some other leaders, but we in addition to that offered them other positions at the company that came with different forward compensation.
This culture reportedly fostered "fierce internal competition" and caused some employees to complain about long hours and stressful deadlines.
When asked about the criticisms Zynga had received for its workplace environment, Pincus said the company strives to be a meritocracy  with a culture of leveling up through promotions.
Pincus's management philosophy is to "turn people into CEOs", encouraging employees to identify and fully own "something really meaningful" to the company.
Pincus told The New York Times :. The only way people will have the trust to give their all to their job is if they feel like their contribution is recognized and valued.
In , Zynga donated a large sum to the University of Southern California to support the study of social mobile games, inclusive game production, and advancing diversity in the industry.
In , Entrepreneur magazine recognized Zynga as one of 11 companies which offer benefits to employees with fertility issues. Huffington Post recognized Women at Zynga as a group that embodies the company's commitment to gender diversity.
In , Zynga started a nonprofit organization, Zynga. As of , Zynga. On July 18, , Zynga filed an addendum to its Form S-1 detailing its relationship with Facebook, including the five-year agreement to use Facebook credits exclusively.
On October 11, , Zynga announced plans to create their own platform on which users can play the company's games.
It was Zynga's first major step away from the social media giant. At one point during , Zynga made up 19 percent of Facebook's revenue, partly because of the special mutually beneficial relationship between the two companies.
In November , Facebook ended its special agreement with Zynga. Effective March 31, , Zynga was bound by the standard Facebook Platform policies.
In the fall of , Zynga signed a rental agreement for , square feet 25, m 2 of office space at the site of former Sega offices.
Many of Zynga's games involve players posting messages to non-players, often for in-game benefits.
Many non-players have notably complained about such communications created by those games that appear to them as "spammy.
Zynga has been accused several times of copying game concepts of popular games by competing developers. Its gameplay, design, graphics, avatars, and even in-game items are almost identical to the ones in Restaurant City.
In September , SF Weekly reported that an employee recalled Mark Pincus advising him to "copy what [Zynga's competitors] do and do it until you get their numbers.
Zynga founder Mark Pincus has dismissed the criticisms, saying that competing video game makers have always released similar titles for each genre of game.
Zynga subsequently renamed and changed the thumbnail images of all cars that were branded Nissan and Infiniti to "Sindats" and "Fujis" with the thumbnails changed.
In September , Zynga initiated trade secrets lawsuits against Playdom and 22 other rivals,  including Green Patch which Playdom acquired in November These lawsuits were finally settled in November Commentators said that significant prior art exists for the concept.
In January , Techdirt reported that Zynga sent a cease and desist letter to Blingville alleging trademark infringement for its use of the letters "ville" in the name of a proposed Facebook game.
Blingville filed a suit for declaratory judgment that it did not infringe on a Zynga trademark.