The San Francisco game company, led by Mark Pincus, closed at an all-time low today of $7.12 a share, down 13.91 percent, on twice the amount of normal trading volume.

At least for now, we can expect the two companies to trade in lockstep, given their relationship status.

On one hand, Zynga is Facebook’s largest partner, and on the other, Facebook is where Zynga attracts most of its user base. Last year, Zynga accounted for 12 percent of Facebook’s revenue, consisting of both advertising and virtual goods sold from within social games.

At this point, Zynga couldn’t move fast enough in trying to limit its exposure to just one company, and is currently focused on increasing revenue from other sources, mainly mobile.

After Facebook opened only modestly this morning, Zynga’s stock fell 13 percent, tripping a standard circuit breaker rule that halts trading when a stock trades down more than 10 percent, according to sources familiar with Nasdaq procedures. When Zynga’s trading resumed minutes later, the company’s stock again was halted when shares shot up by 10 percent.

A Zynga spokeswoman declined to comment.

Zynga’s slide today can pretty much be explained by Facebook’s wild ride that started off at $38 a share, then shot up to $42 a share, before falling back down to close essentially flat at $38.23.

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In an interview with Bloomberg, CEO Mark Pincus said he’s looking for both great teams and companies that have break-out hits.

It’s not a big surprise that the social games company would go on a buying spree.

As the largest social games developer on Facebook, it has created a hits-driven business, and since it is virtually impossible to sustain a near-perfect record of hits, it must also buy them.

The San Francisco company also has the resources to pull it off. Thanks to its IPO last year, it has $1.81 million billion in cash and no debt, and in January, it hired Barry Cottle from EA to head-up acquisitions and corporate development.

OMGPOP is a case in point: It developed a game called Draw Something, which was an instant sensation on iPhones and Android devices. Zynga paid more for the 40-employee company than it did for the past 22 acquisitions combined. Over the past year, it also tried aggressively to purchase both Rovio and PopCap, which ended up selling to Electronic Arts.

And now it’s telling the world that its purse strings are loosening.

“We’re sitting in a very advantageous position,” Cottle told Bloomberg. “We have a significant amount of cash, we have no debt, and we have access to debt to be as aggressive as we need to be.”

Even though it’s one of the newest entrants to the Silicon Valley scene, social and mobile games company Zynga has already joined a small club of publicly traded tech companies paying for their executives’ personal security.

It’s no surprise that tech execs — the subject of increasing media attention — want to protect themselves, their families and their homes.

But only a handful of them do so with corporate money, according to documents filed with the Securities and Exchange Commission.

On March 14, for example, Zynga (which declined to comment for this article) disclosed to the SEC that it spent $1.37 million on CEO Mark Pincus’s security in 2011. By contrast, many far more established companies, including Yahoo, Apple, AOL, Intel, LinkedIn, Netflix, Adobe and Electronic Arts, do not pay for — or do not disclose details about — any security for their top brass.

As a recent article in The Wall Street Journal noted: “Among the 180 large companies analyzed by Hay Group so far for a coming pay survey, 24 reported amounts for CEO-security compensation that ranged from less than $1,000 to nearly $1.7 million.”

Zynga is third in costs, with only Lockheed Martin and Oracle clocking in higher.

As you might expect, the firms that sell them and the businesses that pay for them say that security packages are necessary expenses for the bottom line, rather than perks.

“Corporations want to make sure that the leadership within the company is not worried about their personal safety,” said Kenn Kurtz, CEO of security firm Steele International.

Hewlett-Packard, which has paid for some of its execs’ security in the past, said in its most recent proxy statement that protection is only disclosed to the SEC as a perk because “there is an incidental personal benefit.”

But for HP, at least, the numbers suggest that there’s more at play than just concern for the current leadership.

Its two recently resigned CEOs, Mark Hurd and Léo Apotheker, received $362,899 and $398,384 in home security benefits respectively on their way out the door, according to HP’s 2010 and 2011 proxy statements.

Never mind the fact that Apotheker led HP for less than a year or that, in his eleven months as CEO, the company’s stock dropped by more than 46 percent.

An HP spokesperson was only willing to reiterate the official explanation for the expenses. But, after hearing how much Zynga spent on security for Pincus in 2011, he chuckled and said: “As long as someone has a [bigger] number.”

Maybe not surprisingly, the biggest winner in Silicon Valley’s corporate-paid executive security scene is a much more stable CEO: Oracle’s Larry Ellison, the third richest person in the world. Between 2007 and 2011, Oracle, which did not return a request for comment, paid for more than $7.6 million worth of security for Ellison’s home in Woodside.

Kurtz said the specific reasons companies are willing to pay to safeguard their execs are all over the map. For example, that pricey protection Mark Pincus got in 2011? Zynga would tell the SEC only that the expense was motivated by “specific security threats” against Pincus and his family. In fact, Pincus got a restraining order against Vera Svenchina, a woman who allegedly left strange and threatening emails and voicemails for the Zynga CEO.

Facebook CEO Mark Zuckerberg — whose company covered $692,679 worth of security in 2011 — has also had to deal with a stalker. Last year, the social networking company executive obtained a restraining order against Pradeep Manukonda, a man who allegedly followed him in person and online.

Thankfully, violent or dangerous incidents involving tech executives are few and far between. The goal for security agents is usually to prevent incidents that cause personal embarrassment or damage to the company’s brand. Most famously, in 1998, protesters attacked then-Microsoft CEO Bill Gates in Brussels, Belgium — not with weapons, but with four cream pies.

Kurtz stressed that his employees are more like personal assistants than Hollywood-style bodyguards. “Unfortunately, there’s not a lot of sexiness in the job,” he said. “It’s 95 percent monotonous observation, with five percent spikes of exhilaration.”

A month ago, I posted an initial list of speakers for the 10th D: All Things Digital conference.

After a decade, the event — which is held in Rancho Palos Verdes, Calif., just south of Los Angeles, at the end of May — has attracted another amazing group of speakers, including: New York City Mayor Michael Bloomberg; serial entrepreneur Sean Parker, who will appear with Spotify co-founder and CEO Daniel Ek; Zynga founder and CEO Mark Pincus; Federal Trade Commission Chairman Jon Leibowitz; LinkedIn Chairman and VC Reid Hoffman, who will appear with the social business site’s CEO Jeff Weiner; and Skype CEO Tony Bates.

Now, here’s another group of stellar speakers we’ve added to the programming lineup (and there are still even more big names to come in the weeks ahead): Oracle CEO Larry Ellison; former tech analyst superstar and now VC Mary Meeker of Kleiner Perkins; Intellectual Ventures’ Nathan Myhrvold; Pixar co-founder and Disney animation head Dr. Ed Catmull; and Visa President John Partridge.

Larry Ellison, CEO and founder of the enterprise giant Oracle, needs little introduction, as one of tech’s highest profile figures and a true Silicon Valley icon. Frankly, I think the short bio that’s on Oracle’s Web site says it all: “Larry Ellison has been CEO of Oracle Corporation since he founded the company in 1977. He also races sailboats, flies planes, and plays tennis and guitar.” There will be a lot to talk about with the voluble and always entertaining exec — who appeared at the D conference once before many years ago — from the current state of the tech industry to insights to where it’s all going. (In addition, Ellison has agreed to appear on a panel we are doing as a tribute to his close friend, Apple’s former CEO Steve Jobs.)

Another well-known tech figure is Meeker, who is now a partner at Kleiner Perkins Caufield & Byers, having joined the storied venture capital firm in early 2011. She focuses there on investments in its digital practice and via KP’s Digital Growth Fund, working with companies such as Spotify, Jawbone and One King’s Lane. But Meeker is perhaps best known for her long stint — 1991 to 2010 — as a star Internet research analyst at Morgan Stanley, where she brought many of the Internet’s great companies to the attention of Wall Street and beyond. She also wrote a series of groundbreaking reports on the landscape. That includes her annual “State of the Internet,” which Meeker will debut this year at the conference in an extended demo of her always riveting Internet trends presentation.

Nathan Myhrvold is also a tech legend, having worked for 14 years as chief strategist and CTO of Microsoft. But, instead of retiring, the avid inventor decided to focus on patents, founding and leading a controversial company called Intellectual Ventures, which buys them up and licenses them out (or sues if it doesn’t sell). With all the mishegas around patents right now, it’s a good time to have Myhrvold back to explain it all and perhaps to take some of the blame for the explosion in intellectual property lawsuits. (Myhrvold also co-authored a cookbook, “Modernist Cuisine,” so we hope we will also get some sort of futuristic cooking demo. Perhaps, Patently Delicious Flan?)

Speaking of tasty, the animation from Pixar over the years has been just that and it’s been one of Disney’s greatest acquisitions. Given how much Pixar has contributed to animation technology, we are glad to finally get Dr. Ed Catmull onstage. As co-founder of Pixar Animation Studios and president of Walt Disney and Pixar Animation Studios, he will discuss where entertainment and technology are intersecting and where they are not. Catmull is a geek’s geek in the industry — having also founded the computer graphics laboratory at the New York Institute of Technology, the computer division of Lucasfilm, as well as Pixar, which he did with chief creative officer John Lasseter. Get ready to talk about image compositing, motion blur, subdivision surfaces, cloth simulation and rendering techniques, texture mapping and the z-buffer. Also, Catmull’s five Academy Awards.

Lastly, it is perfect timing for bringing on John Partridge, president of Visa. With swirling issues around online identity theft, digital privacy, the future of money and the rise of upstart competitors such as Square, Partridge has his hands full at the credit card giant. One of the most neglected arenas in tech, the way we manage payments is perhaps the biggest story of the next era, especially as it relates to mobile and the rise of smartphones as all-purpose devices.

I’m sorry for what I said on Twitter last night. No excuses.

– Former OMGPOP CEO Dan Porter, apologizing after describing Shay Pierce, a former OMGPOP employee who declined to work for Zynga, as “the weakest one on the whole team.” Among Porter’s many critics was Twitter CEO Dick Costolo: “Wow, what a nitwit comment that was.”

Values aren’t just for idealists — they matter. If a company’s practices make you uncomfortable, pay attention to your instincts and be true to them.

– Shay Pierce, an OMGPOP employee who says he was the only one not to join Zynga when that company acquired the Draw Something game maker last week

And in 2012 — which also happens to be the 10th anniversary of the confab of tech and media titans — it’s already shaping up to be another fantastic event in terms of programming, with a lineup of onstage appearances that is sure to make some news.

There are many more very big names to come, but Walt Mossberg and I are pleased to introduce the first group of interviewees, which will give you a glimpse into the firepower we expect at D10 in late May. It is again being held in Rancho Palos Verdes, just south of Los Angeles.

The initial speakers we have confirmed so far include: New York City Mayor Michael Bloomberg; serial entrepreneur Sean Parker, who will appear with Spotify co-founder and CEO Daniel Ek; Zynga founder and CEO Mark Pincus; Federal Trade Commission Chairman Jon Leibowitz; LinkedIn Chairman and VC Reid Hoffman, who will appear with LinkedIn CEO Jeff Weiner; and Skype CEO Tony Bates.

It’s hard to imagine someone we have wanted to have onstage more than Michael Bloomberg, a man of many talents and interests. He’s known worldwide as the 108th Mayor of the City of New York. First elected in November 2001 (and again in 2005 and 2009), he is also one of the most compelling politicians in the U.S. today.

But Bloomberg is also a pioneer in terms of the business of digital news and information technology, having built a huge and groundbreaking media company and information service. Bloomberg (the company) has 310,000 subscribers to its financial news and information service, and more than 15,000 employees worldwide.

There will be a lot to talk about with him, from the upcoming presidential election to the state of our government to the future of innovation, news and technology.

Also sure to be voluble is Sean Parker, the legendary Silicon Valley entrepreneur who has been on the cutting edge of innumerable important digital trends of the recent decade. In 1999, Parker co-founded Napster, the controversial and industry-changing music service, at the age of 19.

He followed up with early contact information service Plaxo, and then shifted over to his critical involvement as founding president of Facebook in its early days as a start-up, an experience which was dramatized in the movie “The Social Network.” Parker continued to found and also invest in companies, from Causes to Spotify to his most recent, Airtime, a social video company that he is doing with his Napster co-founder Shawn Fanning.

Parker will be appearing onstage with Daniel Ek, another serial entrepreneur and technologist, who started his first company in 1997 at the age of 14. The Swedish native later co-founded online music phenom Spotify in 2006, with Martin Lorentzon.

The former CTO of Stardoll and founder of Advertigo leads a company that is changing the way music is delivered and consumed by fans, against a backdrop of intense change in the industry, succeeding even as a plethora of other services have stumbled.

Also a groundbreaker is Zynga CEO and founder Mark Pincus, yet another serial entrepreneur, whose latest effort in the online gaming arena has finally resulted in his biggest success. It recently went public, and now has a nearly $10 billion market cap.

Before founding Zynga in 2007, Pincus had already started three other companies: Push start-up Freeloader in 1995; automated tech-support company Support.com after that; and early social networking site Tribe.net in 2003.

(I met Pincus when he was at Freeloader in Washington, D.C., while writing a profile of him for the Washington Post, so I have enjoyed tracking his progress since then.)

Pincus is also an avid angel investor, with early stakes in Napster, Brightmail, Twitter and Facebook.

Reid Hoffman was another early investor in Facebook, along with many of Web 2.0’s most successful ventures. Well-known in Silicon Valley as an entrepreneur and VC, and recently dubbed the “start-up whisperer” by the New York Times (although I am not sure exactly what that means), he’s also chairman of LinkedIn, the business-networking service that also recently went public (at a $10 billion valuation, too).

He’ll appear with LinkedIn CEO Jeff Weiner, who started out life in Hollywood, but soon made his way to Silicon Valley as a top exec at Yahoo. After running its media division, Weiner spent a short time at venture firms before going operational again at LinkedIn.

What it takes to build and maintain momentum as tech companies move into more mature stages, as well as how the social networking space evolves, are among the many topics on tap for the pair.

The evolution of a start-up phenom — in this case, Internet telephony service Skype — will be among the topics covered by Tony Bates, who is now a president at Microsoft, which bought it last year.

As such, he is responsible, says the software giant in its description of his job, “for overseeing the company’s direction, strategy and overall mission to become a global communications service that will eventually reach billions of users.”

That’s a tall order for Bates, who came to Skype from a top job at Cisco. Bates has deep roots (or maybe, routing?) in the guts of the Internet, having done backbone-engineering strategy for Internet MCI. The U.K. native also holds nine patents.

Lastly, given all the activity we expect will happen between government regulatory agencies and tech companies over the next few years, we felt it was key to bring in FTC Chairman Jon Leibowitz. He has been at the FTC as a commissioner since 2004, but was given the top job by President Barack Obama in 2009.

Among his priorities, according to his bio, is “promoting competition and innovation in the technology sector through law enforcement and policy initiatives; and protecting consumers’ privacy — especially while they are using the Internet.”

Uh-oh!

Leibowitz knows from regulation, having served as the Democratic chief counsel and staff director for the U.S. Senate Antitrust Subcommittee from 1997 to 2000, where he focused on competition policy and telecommunications matters, as well as a similar stint at the Senate Subcommittee on Terrorism and Technology before that.

There will be a lot more speakers to come, of course. But, so far, we think D10 is off and running fast.

Zynga bought its San Francisco HQ building for $228 million, the company said in a regulatory filing, which I have embedded below.

Having enjoyed a party or two in the space at 650 Townsend Street over the years — even before it housed the online gaming company, I vaguely recall an epic Devo concert there during Web 1.0 — I can tell you it is a nice space and that Zynga has fixed it up real pretty.

Zynga CEO Mark Pincus — for those who might not know — is a bit of a real estate mogul himself, having housed Zynga and other start-ups in previous buildings he owned.

This one’s all Zynga’s, which sources said will give the fast-growing company — which just went public — an ability to lock in affordable growth space and also host community events.

I vote to bring back Devo ASAP, now that we can trash the place without worrying about the landlord.

ZNGA-20120305-8K-20120302

Tech companies have recently ratcheted up their offensive use of intellectual property, especially in the mobile space — but not so much in social networking.

Just in case patent wars happen to be contagious, it seems worth evaluating which social networking players are best-equipped.

I wrote on Wednesday about a Silicon Valley entrepreneur who is hopeful that Google may pursue some of the patents and patent applications he filed on behalf of a company he started that Google later acquired.

Also on Wednesday, on the occasion of Facebook filing to go public, two patent researchers from Envision IP posted a good summary of the distribution of social networking patents among tech companies.

Here’s a breakdown:

Facebook: Facebook told prospective investors that it has “56 issued patents and 503 filed patent applications in the United States and 33 corresponding patents and 149 filed patent applications in foreign countries relating to social networking, web technologies and infrastructure, and related technologies.”

(Here’s a list of some of the granted patents, direct from the USPTO.)

This Facebook news feed patent lists Mark Zuckerberg as the first inventor.

Facebook’s patents cover inventions created at the company, like its news feed and some privacy features, as well as some additional intellectual property it acquired.

The biggest patent acquisition deal Facebook has done was with MOL Global, for the Friendster patent portfolio of seven patents and 11 patent applications in May 2010. That cost $40 million — something insiders considered a steal, given the risk of the patents falling into someone else’s hands.

The Friendster patents cover topics like making connections on a social network, friend-of-a-friend connections through a social graph, and social media sharing.

At Facebook’s most recent internal valuation, the stock alone spent on the Friendster patent deal is now worth more than $100 million.

(Personal side note: The Friendster patents are something I’ve now written about for years. I broke the news, for Red Herring, on Friendster being awarded a patent on social networking in 2006, then reported on Facebook acquiring them at GigaOM.)

Google: Though Google hasn’t been a major social networking provider for all that long, it has 25 U.S. patents and 40 pending U.S. patent applications on the topic, by Envision IP’s count.

Google has aggressively hunted intellectual property about social networking. As I referenced earlier, it got a patent portfolio through its acquisition of the Dealmap (previously Fatdoor). That includes patents and patent applications on things like regions of influence within users of a network.

Image from the core Dodgeball patent

Last year, Google also acquired some patents from the shut-down social search engine Wowd, including one on user-driven ranking of Web pages. In an interesting twist that resulted from a three-way split of Wowd’s assets, Google currently licenses those patents to Facebook. Backstory here.

Back in 2005, Google also bought Dodgeball, the mobile social application created by Dennis Crowley, which predated Foursquare. And it turns out that because of Dodgeball, Google is assigned what looks to be a broadly worded patent on “location-based software for mobile devices” that describes messaging between two users who are in close physical proximity to each other.

The Six Degrees patent: Back in 2003, Reid Hoffman and Mark Pincus paid $700,000 in an auction for a seminal patent from the failed social network Six Degrees, in part to keep it away from Friendster’s control. Hoffman recently told me that he and Pincus bought the patent as individuals, and then assigned it to their companies, LinkedIn and Tribe.net.

Apple, Yahoo, Microsoft, IBM: Envision IP notes that Apple has 35 U.S. patents and 76 U.S. patent applications that seem to be about social networking and collaboration, many of them focused on mobile. Yahoo has an armory of patents on all sorts of general Web technologies, while Microsoft and IBM have about 80 patents on file sharing, messaging and infrastructure that could be used for social networks.

LinkedIn and Twitter: LinkedIn has one patent, on evaluating user reputations within a social network. Twitter doesn’t seem to have applied for a single patent (at least, not prior to 18 months ago, since that’s the period after which patent applications are published).

What are the other pockets of social networking intellectual property out there, at other companies and around the world? I’m sure I’ve missed some, so please add to this list in the comments.

The company has confirmed to All Things D that it is actively investigating several opportunities, and is in talks with several partners about gambling on the Internet.

A Zynga spokesperson provided this statement to AllThingsD:

“We build games and experiences that our players want and love. Zynga Poker is the world’s largest online poker game with more than 7 million people playing every day and over 30 million each month. We know from listening to our players that there’s an interest in the real money gambling market. We’re in active conversations with potential partners to better understand and explore this new opportunity.”

As with any new entrant in the space, Zynga will have to fulfill several requirements, meaning any major rollout is still months away.

The San Francisco-based social games maker will have to wade through a maze of state, national and international regulations. It will have to secure the correct licenses, and it also needs the right technology to make betting over the Internet secure.

For either of these last two requirements, a partnership or acquisition of an online gambling organization or other technology would make the most sense, instead of starting from scratch.

However, the effort could easily pay off.

Zynga was one of the first online gaming companies on Facebook, and continues to dominate the platform today. If it is able to get its toe in the door, just as the laws change in the U.S., it could be a leader yet again.

Back in October, Zynga first started showing broad interest in the casino category.

Zynga founder and CEO Mark Pincus announced at a press event that the company was going to launch Zynga Casino, which would serve as a single destination on Facebook to build off its strong brand in poker.

Its first new game, which has not launched yet, will be bingo.

Until now, the company’s efforts have been limited to building social and mobile games that are given away for free and monetized through the sale of virtual goods.

Getting users to make bets and part with real money could prove difficult, even for a company that has so many dedicated fans.

One thing Zynga has going for it is that social games are frequently compared to gambling because of their addictive nature — both lure consumers into spending a few more dollars to continue playing.

The casino genre has also been quietly racking up big numbers on Facebook.

Besides Zynga Poker, which is the most popular poker game on Facebook, and one of the company’s longest standing titles, there are many other sleeping giants. Sean Ryan, Facebook’s director of game partnerships, has even called them “unbelievable monsters.”

Said Ryan: “It turns out that people are completely okay winning virtual currency that they can never cash out.”

If players actually have the chance to win money, who knows the size of the opportunity?

A Facebook spokesperson said the company does not necessarily see a future for gambling on the social network. “We don’t have any plans to get into real-money gambling,” she said.

It’s unclear if that eliminates others from experimenting. In the meantime, it hasn’t stopped game makers from exploring the category or the concept.

Last week, Seattle-based Double Down Interactive, which was named by Facebook as one of the most popular game makers of 2011, was acquired by video poker giant International Game Technology for $500 million. It has 4.7 million monthly active users playing a variety of games, including blackjack, slots, video poker and roulette.

The deal closely followed Caesars Entertainment’s purchase of Playtika, an Israeli game company known for its Facebook title Slotomania. Caesars bought the company in two stages, the first of which was rumored to be purchased for up to $90 million.

Caesars, which filed to go public in November, declined to comment because it is currently in its quiet period.

However, some of its plans were revealed in a document filed with the Securities & Exchange Commission. It said its Caesars and World Series of Poker brands are dedicated to online gaming, and will take advantage of real-money gaming as it becomes legalized. Right now, Caesars Entertainment offers games “for fun” in jurisdictions where online gambling is not yet legal, but has identified the legalization of online poker in the U.S. as “the largest opportunity in online gaming in the near term.”

Still, the biggest hurdle is the law.

Internationally, several countries have permitted gambling for some time, and those areas represent the most immediate opportunities.

But there are signs of the U.S. beginning to open up, too. On the day before Christmas, the Department of Justice gave the online gambling community an early present, according to a blog post written by Nelson Rose, a professor and lawyer.

“President Barack Obama’s administration has just declared, perhaps unintentionally, that almost every form of intra-state Internet gambling is legal under federal law, and so may be games played interstate and even internationally,” Rose wrote.

Essentially, what the Justice Department did was to issue a new interpretation of the Wire Act of 1961. Under the new ruling, it interprets the act as only outlawing bets on sporting events — not all events and contests, according to an article in the San Francisco Chronicle.

With that clarification in place, it will now be up to every state to pass legislation outlining operating procedures. So far, Nevada and the District of Columbia have moved quickly to enact laws. To get other state laws passed could be a lengthy process, especially during an election year.

In the meantime, launching games only in Nevada and D.C. doesn’t represent the big opportunity everyone was hoping for.

To be competitive against Caesars and IGT, Zynga may have to partner or acquire companies that already have the licenses in place or the necessary expertise.

Some of the more obvious candidates include Bwin, which operates PartyGaming.com and is traded on the London Stock Exchange; Betfair, and other operators, like Bodog, Bet365 and 888.com. Many are based in the U.K. and handle a variety of casino games and sporting contests there.

The entrance into a new market, such as gambling, would take substantial resources, and Zynga has them thanks to its public offering. In December, it raised $1 billion, making it the largest Internet IPO since Google.

So, will Zynga be the next “unbelievable monster?” Clearly, it is willing to try.

Early last year, his San Francisco company, which makes social games such as “FarmVille” that are played on Facebook, was on track for one of the hottest initial public offerings of 2011. But when Zynga finally went public last month, its stock price dropped 5% on the first day of trading and has since consistently traded below its $10 offering price.

Read the rest of this post on the original site »

Last year, Zynga hired Electronic Arts’ COO John Schappert, who now holds the same title at the social games company. It also picked up EA Play’s EVP Jeff Karp, who is now Chief Marketing and Revenue Officer.

Most recently, Cottle was overseeing EA Mobile, Playfish, Pogo, Hasbro and PopCap, and had been one of the key driving forces behind transforming the company from primarily a packaged goods company to a digital company.

At Zynga, Cottle will serve as EVP of business and corporate development in charge of new global partnerships, acquisitions and other development roles.

In a letter sent to employees today, Electronic Arts CEO John Riccitiello downplayed the departure of Cottle, and said it was going to fold EA Interactive into the entire organization now that “everyone and everything is digital.”

Four years ago, when it originally set up EA Interactive, it was to oversee mobile, social and Pogo, he explained. But today, those initiatives are part of every group within the company.

“It’s abundantly clear that the digital transformation is not confined to one group,” he wrote. “Therefore, we have decided to begin 2012 by folding EAi into the organizations noted below. This reflects our new reality: everyone and everything is digital.”

Executives now leading the charge include EA Labels President Frank Gibeau, COO Peter Moore, CTO Rajat Taneja and EVP of digital Kristian Segerstrale.

Riccitiello provided further evidence of EA’s digital transformation by announcing that the company had achieved more than $1 billion in digital revenues in 2011.

The loss of another high-profile executive to Zynga represents a signficant blow to the company, which has been clear about its attempt to challenge Zynga’s dominance in social gaming. Last year, it paid $750 million to acquire PopCap to become the second-largest social game maker on Facebook.

Cottle, who was at EA for the past five years, previously worked at Palm, where he held the position of COO, and at the Walt Disney Company, where he was he was an SVP and chief marketing officer.

“It’s rare that you find someone who possesses a deep operational background and also has the vision to see where your business and your industry are headed,” said Zynga’s CEO Mark Pincus in a release. “His skill set, combined with his deep understanding of the games, technology and entertainment spaces will help us accelerate our mission of connecting the world through games.”

Last week, the Facebook game company sold 100 million shares at $10 apiece to raise $1 billion.

On its first day of trading, the stock fell 5 percent, and its losses are even deeper today. In early morning trading, the stock was down nearly 8 percent, or 73 cents, to trade at $8.77 a share. UPDATE: The stock ended up falling 48 cents, or 5 percent, to close at $9.02 a share.

No anti-wither serum exists in the real world to revive a stock price the way virtual crops can be revitalized in FarmVille, one of the game-maker’s hit titles.

Zynga is not the only recent Internet darling to take a nosedive.

It took a while longer, but about a month after Groupon went public, its stock tumbled and was trading for less than half its first-day high of $30 a share. Groupon has since rebounded, but it is also trading lower today, at $22.47 a share.

Zynga has not see those wild fluctuations yet.

Still, the losses do add up — at least on paper. Both the company’s public valuation and some of its largest shareholders’ shares are quickly dwindling in value.

The company is now trading at a valuation of $6.1 billion, down from its IPO valuation of $10 billion. Other big game companies, like Electronic Arts, are now more valuable, albeit only slightly higher.

Investors like Morgan Stanley are seeing their stakes drift further and further underwater.

Earlier this year, Morgan Stanley, which was also one of the Zynga’s underwriters in its IPO, purchased 5.3 million shares at $14 apiece, for a total of $75 million. Four other investors, which were unnamed, also contributed to the round totaling $490 million, according to the document.

Morgan Stanley’s stake is now worth only $46.5 million.

The dip is also hurting Zynga founder and CEO Mark Pincus’s stake, which is now worth less than $1 billion, or roughly $982.5 million.

One thing the company can look forward to is its first-quarter earnings, which will come out early next year and should be bolstered by a strong fourth-quarter performance. In the quarter, Zynga launched new games, including CastleVille, on Facebook, as well as some standalone titles for iPhone; the fourth quarter is typically strong because players have a little more free time to play — and pay — during the holidays.

The company sold 100 million shares at $10 a share to raise $1 billion in capital.

After pricing the stock at $10 a share late last night, it jumped in early morning trading to as much as $11.50 a share. But shortly after, Zynga’s shares tumbled, trading as low as $9.

To close below the company’s starting price on its first day of trading is not typical.

Only five out of 22 U.S. Internet IPOs this year closed below their issue price, according to the WSJ, which quoted information from Dealogic.

The lower debut will put pressure on the company to climb higher over the next several months, especially for the sake of employees and investors, who were likely hoping for a big pop.

Earlier this year, the company sold shares to investors for $14, which is roughly 30 percent higher than the $10 price. Employees, who were hired more recently, are rumored to have been issued stock options at even higher prices.

But generally, if Zynga doesn’t do well, it could hurt other social media companies, like Facebook, which is looking to go public next year. Facebook derives a big portion of its revenues from games.

It could also negatively impact the valuation of other social game companies — private or public — that use Zynga as a barometer.

Electronic Arts has invested heavily in social games, making the decision earlier this year to purchase PopCap Games for upwards of $1 billion. It has committed to transitioning much of its revenues from physical console game sales to digital over the next several years.

Electronic Arts’ stock fell 72 cents, or 3.4 percent, in after-hours trading to $20.20 a share.

At $9.50 a share, Zynga’s valuation falls to $6.6 billion, and the shares owned by founder and CEO Mark Pincus slump to $1 billion. At this morning’s opening price of $11 a share, the company was worth as much as $7.6 billion, and Pincus’s stake was worth $1.2 billion.

Still, Zynga is the largest game developer on Facebook by far, registering 50 million daily active users. That’s four times greater than its next biggest competitor, Electronic Arts, and it has many more game launches planned in the not too distant future.

The company celebrated its listing today by hosting the Nasdaq at its San Francisco headquarters, where Pincus rang the opening bell this morning.

Zynga is set to begin trading tomorrow morning, having achieved a $1 billion initial public offering.

This evening, the San Francisco company confirmed that it priced at the high end of its range by selling 100 million shares at $10 apiece. Shareholders also granted the underwriters a 30-day option to purchase up to 15 million additional shares if there is more demand. That will bring the total to $1.15 billion; however, Zynga will not receive any of the proceeds from those additional shares.

Zynga had been seeking to sell 100 million shares at between $8.50 to $10 each. By hitting the high end, it easily becomes the largest Internet IPO in the U.S. since Google in 2004. The company will now be worth around $7 billion, which is in line with other publicly held game companies, such as Electronic Arts.

But tomorrow will be the true gauge, once the company starts trading freely on the Nasdaq under the ticker symbol ZNGA. It is looked at as favorable if the stock jumps right out of the gate; if trading is more modest, it could signal that Zynga was priced fairly.

What is particularly stunning is the global appetite for game companies. Earlier this week, Tokyo-based Nexon went public on the local stock exchange, also raising $1 billion at the same valuation of $7 billion.

Investors and employees in particular will be banking on Zynga’s price to pop tomorrow. Earlier this year, the company sold shares to investors for $14, roughly 30 percent higher than the $10 price. Some employees’ stock options are rumored to be issued at even higher prices.

The worst-case scenario is that the stock falls. In November, Groupon shares jumped by 40 percent on the first day of trading, increasing to as much as $30 from the intial $20 pricing. But by the end of the day, the share price settled down at $26, and in subsequent weeks, fell to as low as $15.

Nexon’s stock fell modestly in next-day trading; however, that was largely blamed on a weak economy.

The social games leader, known for FarmVille and other franchises like Words With Friends, may have decided to price its offering modestly to avoid scenarios like that.

Already, it is choosing to do things a bit differently. Zynga won’t be flying to New York to ring the opening bell, as is customary.

Instead, the company’s founder and CEO, Mark Pincus, will ring the bell remotely from its brand-new San Francisco headquarters, where the Nasdaq has set up a temporary bell. Pincus will be joined by the company’s management team, board member Bing Gordon and Pincus’ wife, Alison Pincus.

Mark didn’t get where he is by being a softie.

– Roger Dickey, early Zynga employee and creator of Mafia Wars, referring to Mark Pincus

The San Francisco social games company is looking to raise as much as $1.15 billion, which would make it the largest IPO from a U.S. Internet company since Google raised $1.7 billion in 2004.

Shares will likely be sold on Thursday, with the company trading under the ticker ZNGA for the first time on Friday. In the meantime, the company is trying to jockey for the best price and the most shares sold.

At a luncheon yesterday with potential investors, CEO Mark Pincus made one of his boldest predictions yet when it comes to how well its games will monetize.

Currently, Zynga has about 227 million monthly active users who play games for free on Facebook, such as FarmVille, CityVille, Zynga Poker and Mafia Wars. But only a small fraction — around 3 percent — pay for additional features, such as decorative items for a farm or new clothes for an avatar.

“We could see that doubling,” said Pincus, according to Reuters.

Doubling? That’s sure to whet investors’ appetites.

But it’s hard to know how the company will accomplish that.

To be sure, Zynga is about to enter one of its biggest growth periods yet and anticipates launching several new games over the next few months.

On one level, more games will likely translate to more players. But will it translate to more players willing to pay?

That seems like a leap of faith.

However, based on documents filed with the Securities & Exchange Commission, we have gleaned that some of Zynga’s growth prospects are guaranteed thanks to the company’s close – albeit complicated – relationship with Facebook.

As one of the conditions of its partnerships, Facebook is obligated to help Zynga meet certain growth targets. In return, Zynga has committed to offering Facebook a number of exclusive game titles.

The specific details of the relationship were redacted in the document, so it’s not clear how aggressive those growth targets are over the five-year life of the contract.

Zynga also has close ties with Google, which has recently launched its own games network. Zynga has already launched several titles there, including CityVille. Following the offering, Google will own 3.8 percent of the company.

Also during yesterday’s lunch, Zynga’s executives were grilled about player retention and churn rates and its growth prospects for mobile.

Among several responses, Pincus joked about how Alec Baldwin was recently kicked off a flight after getting caught playing Words With Friends while still at the gate.

It seemed investors were not as interested in hearing about recent negative reports that Pincus’s hard-charging personality has made it an unfavorable working environment or that some employees were asked to give up their stock options.

Plus, it’s a crowd that Pincus should be comfortable speaking in front of. This will be the second company the Wharton and Harvard Business School grad has taken public.

The company will continue to have meetings today and into next week. So far, reports indicate that the conversations are going well.

Zynga has apparently already received enough orders to cover all the shares being sold in its initial public offering, reports BusinessWeek, which talked to two people with knowledge of the situation. Zynga plans to sell 100 million shares for $8.50 to $10 apiece, which would value the company at as much as $7 billion.

Earlier this morning, Zynga announced it would price its stock between $8.50 and $10 a share when it goes public later this month.

That’s at the high end of the range that values the four-year-old company at as much as $7 billion. But that’s much lower than than what some investors paid as recently as February, according to documents filed with the Securities & Exchange Commission.

In fact, some of its investors are already underwater.

One of those investors is Morgan Stanley, which is also one of the company’s underwriters in its IPO. In February, 11 mutual funds associated with Morgan Stanley purchased 5.3 million shares at $14 apiece for a total of $75 million. Four other investors, which were unnamed, also contributed to the round totaling $490 million, according to the document.

At $14 a share, the company’s value in February totaled nearly $10 billion, or roughly 43 percent greater than today’s high-end of the range.

Zynga justified the higher stock price back in February, stating that the U.S. economy had improved and that the public markets were being receptive to Internet stocks, including generous valuations for privately held companies such as Facebook and Groupon.

Furthermore, in March, the company used that valuation as a guide to purchase shares back from five of its early investors and its CEO Mark Pincus at $13.96 a share.

While the market conditions have likely changed since then, it’s important to note that things are still in flux. If the company drums up enough demand for the 115 million shares being sold over the next two weeks, the price could move even higher.

As Kara Swisher previously reported, Pincus will not sell any shares in the offering, and no other executives at Zynga have plans to sell stock, either.

But a number of the company’s early investors will be cashing in. Institutional Venture Partners, Avalon Ventures and Foundry Venture Capital will sell 2.5 million shares apiece for up to $25 million each. Union Square Ventures will sell 2.2 million for roughly $22 million.  Google and Silver Lake Partners will also both sell 1.7 million shares for a proceed of $17 million each.

Google was originally not listed as an investor when Zynga filed documents with the SEC to go public, but it showed up in subsequent filings. Google, which was rumored to have invested as much as $100 million in Zynga, has an interest in social gaming because of its Google+ network. Following the offering, it will continue to own 21 million shares, or about 3.8 percent of the company.

One notable shareholder that won’t be selling shares is venture capital firm Kleiner Perkins Caufield & Byers, an early investor in the company. Its partner Bing Gordon, who personally owns a 10.7 percent stake in the company, also does not plan to sell any shares.

The four-year-old social games company revealed this morning that it is seeking to raise $850 million to $1.15 billion in its initial public offering.

In a presentation posted online, Pincus explains why Zynga’s approach to developing games such as FarmVille, CityVille, Poker, Empires & Allies and Words With Friends is a massive opportunity moving forward.

In the video, the executive, who can normally be found in jeans and a T-shirt, is wearing a suit jacket with a button-down shirt; he doesn’t bother with a tie.

From the 30-minute presentation, here are Pincus’s Top 5 reasons why investors should be excited about Zynga:

1. The idea of play is a core Internet activity and fastest-growing on mobile. Zynga is to play what Google is to search, Amazon is to shop and Facebook is to share.
2. Zynga is the leader in play.
3. The company’s platform can scale as it grows.
4. It’s a profitable business model.
5. Zynga has made an unmatched investment in the space.

Even though Pincus looks a little stiff, this is the topic he’s most comfortable discussing. Not to mention that this process should be somewhat familiar to the Wharton and Harvard Business School grad, who took his service- and support-automation software company Support.com public 11 years ago.

The company filed documents with the Securities & Exchange Commission this morning, indicating that it intends to raise between $850 million and $1.15 billion in its public offering.

At the high end of the range, that would translate to roughly $150 million more than it had previously estimated it could raise.

The company is seeking to sell 100 million shares at $8.50 to $10 a share and will reserve 15 million additional shares for extra demand. It expects to trade on the Nasdaq under the ticker ZNGA.

Under the best circumstances, the company will be valued at nearly $7 billion based on 699.3 million shares outstanding. That falls below some of the rumored expectations that have been floating around over the past few weeks.

Still, at that value, it will come close to the public valuation of Electronic Arts, which hovers around $7.8 billion, but falls short of other game publishers, like Activision, which has a value of  $14 billion.

Zynga has made its riches off selling virtual goods in social games on Facebook. Some of its most recognizable titles include FarmVille, CityVille, Poker and Words With Friends.

Virtual goods often allow players to continue to play the game and level-up faster, such as an energy boost. They also can be decorative in nature, like an outfit for an avatar or seeds to plant on a farm. Of the roughly 230 million monthly active users, very few players ever bother making a purchase.

Since the beginning, the company has a very close relationship with Facebook, which has been contentious at times, especially since the platform started collecting a 30 percent tax on all virtual goods sold. More recently, the company has tried to expand to other platforms, including the launch of several games on mobile and Google+. It also has its own online game network in production.

The company’s IPO will be one of the largest tech offerings in recent memory.

In early November, Groupon raised $700 million including overallotments. It had originally sought to raise $750 million. Other recent tech IPOs include Angie’s List, Pandora and LinkedIn.

But some critics think Zynga is rushing its offering before a broad financial collapse. If it waited until reporting fourth-quarter results, it could paint a stronger growth story as it completes the busy holiday period.

The San Francisco company, which was founded in 2007, was named after Founder and CEO Mark Pincus’s dog named Zinga.

In 2010, Zynga recorded a profit of $27.9 million on revenues of $597.5 million. In the first nine months of 2011, it broke even on revenues of $828.9 million.

While its revenues continue to grow, the number of daily active users that play its games has fallen two quarters in a row and some critics question whether the company can keep up its aggressive growth.

In recent weeks, Pincus has come under harsh criticism for his heavy-handed leadership approach. But to his credit, he has overseen rapid growth, including the acquisition of dozens of smaller game studios. Today, his company has 2,500 employees.

At the mid-range of its expectations, Zynga will bring home proceeds of $889.4 million after selling shareholders take their winnings.

The primary purpose of the sale is to increase its visibility in the marketplace and create a market for its stock. Proceeds will go towards working capital, but also $83.6 million will be spent to satisfy tax withholding obligations related to stock of current and former employees. Additionally, it plans to use a portion of the proceeds for charitable causes through its Zynga.org initiative.

As part of the sale, the company will have three classes of shares. Class A stock will have one vote per share; Class B stock will have seven votes; and Class C will have 70 votes.

Pincus owns some Class B shares, and all of the company’s Class C shares. Following the offering, he will control 36.2 percent of the company’s voting power.

As Kara Swisher previously reported Pincus will not sell any shares in the offering.

No other executives have plans to sell stock, either. But a number of the company’s early investors will sell stock, including Institutional Venture Partners, Union Square Ventures, Foundry Venture Capital and Avalon Ventures. Other interesting names that made the list include Google, which will sell 1.7 million shares.

The company’s largest institutional holder, venture capital firm Kleiner Perkins Caufield & Byers, which owns 11 percent of the shares, will not sell any of its stock in the offering either.

According to sources close to the situation, neither CEO Mark Pincus nor one of its principal venture shareholders, Kleiner Perkins, will be selling any shares in its upcoming initial public offering.

While big investors often divest stock in IPOs, not all do. It is a carefully watched number by investors, who are always wary of insiders who unload a lot of shares in an offering.

But such activity by the fast-growing San Francisco online gaming company will be watched carefully since Pincus has recently been painted in a number of press reports as the greedy Mr. Potter of Silicon Valley.

Among the allegations is that he runs a poisonously tough culture that tracks its employees’ output and performance via elaborate data models that require extraordinary amounts of work, along with nefarious list-making of who’s naughty and who’s not.

That big-brother behavior has reportedly included taking away high-ranking jobs and the sweet stock options that go along with them from those execs found wanting.

While there is no doubt Pincus is a hard-charging personality, his defenders note that it’s due to a belief that life at Zynga is a meritocracy and that his practices are not any more heavy-handed than those at other firms.

Indeed, Pincus has a lot of competition in the tough-guy tech CEO category from longtime legends such as Microsoft’s Bill Gates, who set the gold standard for mean, as well as Amazon’s Jeff Bezos and now Google CEO Larry Page.

Pincus does not even rate in this pantheon, which is more typical of tech companies than anyone would care to admit or, to be fair, care to care about. With big benefits, vast wealth and much latitude, many in tech don’t mind the grueling work schedules.

After all, it’s not exactly ditch-digging, now is it?

In any case, sources said the coverage has hit Zynga staff hard, as well as Pincus, who has not responded due to the IPO’s quiet period. That’s in contrast to Groupon, the daily-deals site whose own rough process was rife with highly negative stories about the company’s prospects.

While those media accounts were more aimed at the business itself and less personal, Groupon CEO Andrew Mason vociferously defended the company in a controversial letter that was then leaked and published (to me and by me!).

Pincus will doubtlessly have a lot to say to investors who ask about the company’s culture and its possible negative impact on attrition, as some stories have charged.

His decision not to sell, sources said, was inspired by Zynga investor and close friend Reid Hoffman, who has sold very little of the stock of LinkedIn, where he serves as chairman.

The action all begins next week, according to multiple reports, when Zynga takes its show on the road in preparation for an IPO that is expected to value the company at $15 to $20 billion and will take place before the new year.

It will debut under the ZNGA ticker on the Nasdaq market.

While some have been worried about Zynga’s future growth, its past performance has been a lot stronger than other Internet offerings. In the first nine months of the year, the company posted $828.9 million in revenue, double the amount from a year ago, with net income of $30.7 million.

Pincus’s holding onto shares will be seen as a plus, of course, although he has sold a large amount of stock in Zynga’s history.

According to its S-1 filing:

“From our inception in October 2007 to date, Mr. Pincus, our Chief Executive Officer, Chief Product Officer and the Chairman of our Board of Directors, has purchased an aggregate of 149,197,328 shares of our common stock. To date, Mr. Pincus has sold an aggregate of 43,629,310 shares of our common stock at prices ranging from $0.42 to $13.96.”

Pincus now holds 91.4 million of Class B shares, 16 percent of the total, as well as 20.5 million of Class C shares, 38 percent of that group. Kleiner holds 65.2 million shares, or 11.2 percent, of Class B shares.

Other big Zynga owners, who might or might not sell at the IPO, include Institutional Venture Partners, Union Square Ventures, Foundry Venture Capital and Avalon Ventures.

In a new filing with the Securities and Exchange Commission concerning its upcoming IPO, Zynga is expected to unveil two key management and board changes at the online gaming phenom:

Chief Business Officer Owen Van Natta — who came to the San Francisco-based start-up several years ago to help CEO Mark Pincus grow it and develop it — will step down from his job and become a strategic adviser focusing on major partnerships. He’ll still remain board member at Zynga, but will give up millions of pre-IPO shares by moving out of his operational role.

And director and venture investor Brad Feld will leave the the board, which VCs sometime do as companies move to a public offering and add members with more specific business experience.

In his place, longtime entrepreneur and investor Sunil Paul, who founded a company called FreeLoader with Pincus many moons ago, will join the board.

Zynga confirmed the changes to me in a statement by Pincus:

“Owen is a valuable business partner. He’s made great contributions to Zynga and continues to be an important part of our team.”

Sources said the changes related to Van Natta around are not part of a recent controversy around a Wall Street Journal story about clawing back of some share options grants of early Zynga employees who had become less involved in the company. While the company cannot actually take back already vested shares owned by those staffers, the article has put a lot of scrutiny on Zynga and raised questions about how to cope with the kind of hyper-growth some Internet firms experience.

That’s certainly been the kind of rocket ride Zynga has been on, as it has grown from a small social gaming company on Facebook to a high-profile public company.

Zynga is in the final stages of its IPO process, answering questions from the SEC that are typical. If all goes well, Zynga execs are expected to go on a road show after the Thanksgiving and go public by the end of the year at a market valuation of close to $20 billion.

That was different from when Van Natta officially got to Zynga in the spring of last year — after a rocky experience running the doomed Myspace. At the time, he told me at the time that planned to be focused on scaling the business and did not consider himself a long-term operating executive.

Since then, he has helped Pincus hire a series of experienced gaming execs, including a chief operating officer, a chief marketing officer and others.

Zynga was Van Natta’s third high-profile Web company in recent years. He was a top early exec for Mark Zuckerberg at Facebook until early 2008, and in 2009 he took over News Corp.’s (NWS) MySpace, a job that lasted less than a year.

Early in his career, Van Natta was also was a top strategy, marketing and deal exec for Amazon, which bought an early social networking start-up called PlanetAll that he worked at.

It will now be interesting to see what Van Natta does next, but it is unlikely he will take a permanent position. He is a longtime angel investor in Silicon Valley, including in hot start-ups such as Asana and still holds a significant stake in Facebook.

But, in moving out of his job at Zynga, he will be giving up many millions of shares of a rich trove he was given when he arrived at the company. That said, Van Natta already owns millions of accelerated vested shares and will get another large grant as a board member.

Translation: Don’t cry for Mr. Van Natta, Silicon Valley — he made $42 million last year from Zynga shares alone.

But as Zynga grew into a multibillion-dollar company with hot games like “FarmVille” and “Mafia Wars,” Mr. Pincus appears to have developed giver’s remorse.

Early last year, as Mr. Pincus began preparing to take Zynga public, he and several other executives decided the company had doled out too many stock rights to certain people in its early days, say people familiar with the matter. The executives chose an unusual solution: They began demanding that certain employees surrender some shares or be fired.

Those shares matter as Zynga approaches an initial public offering, expected this year, that could value it at close to $20 billion and make holders of large blocks of stock wealthy.

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Zillow already has dibs on Z; evidently ZNGA was the next best thing in Zynga’s eyes. I hope they at least considered BUBL.

Because the company plans to raise $1 billion for its upcoming IPO, that will give it an implied valuation of some $20 billion. To put that in perspective, it’s about the size of Activision’s and Electronic Arts’s valuations combined. That seems a heady number for a company whose business model is essentially fad-driven. But, as Zynga notes, it does control many of the most popular and successful online social games, and gaming has grown to become the second most popular online activity in the U.S. by time spent, surpassing even email.