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Zynga has pivoted before. Its three successive hits — Zynga Poker, Mafia Wars, and FarmVille, with their various spinoffs — each involve essentially different styles of gameplay. But none of those styles originated at Zynga. FrontierVille might be a step in the right direction, but it's a small step. The game is still a variation on a well-worn theme, and to date has attracted 37 million monthly users — about 40 percent of the audience FarmVille enjoyed at its height of popularity. To continue dominating the social-gaming gold mine, Zynga might soon be forced to do something it has avoided in its short and celebrated history: innovate.