It was bound to happen -- Now they have to pay a premium for having failed to launch a game in this genre. The model was proven by Newtoy with Words with Friends (which they acquired) and Zynga has since launched a series of others based on the same model (Hanging with Friends etc.). All they need to do is look at the biggest existing markets for board games, console games, etc. and apply it to the WWF model. Pictionary should have been a no-brainer!