He says most of Zynga's users are like him-not hard-core gamers. "I have a farm fantasy-don't you?" asks Pincus, 43, who is himself an urbanite. They include the wildly popular FarmVille, a venue for city slickers to nurture virtual crops and livestock, and Mafia Wars, an outlet for buying guns and ordering hits on enemies. Zynga created the current top three most popular games on social networking sites like Facebook and MySpace, according to media tracker Developer Analytics. This formula has worked many times over for Zynga and its founder, Mark Pincus, a floppy-haired Internet entrepreneur who named the company after his now-deceased bulldog. Most critically for Zynga, a good number of them (Zynga won't say how many) were forking over real cash to decorate their virtual restaurants and buy provisions. By late October 21 million foodies had played the game. Within a week 4 million people daily were grilling and chopping in Zynga's Café World.
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