Zynga seems to have downsized estimations of its own worth ahead of the much-awaited IPO for the company.
The firm's valuation will be revealed on December 15th, Reuters reports, but sources close to the news service say that it is now aiming for around $8 to $10 per share, meaning a resultant valuation of around $10bn.
Just two weeks ago Zynga was itself highlighting third-party reports of a $14.05bn valuation.
EA and Activision boast market caps of $7.69bn and $14.21bn respectively.
Of course, while Zynga has itself been going through somewhat of a rocky patch – it has been accused of bullying staff, endured not just one high-profile resignation but two, seen a slump in profits and watched users flee from Mafia Wars II – the state of the global economy will undoubtedly have played a large part in the change of valuation.
Zynga's chief executive Mark Pincus and COO John Schappert are tipped to be kicking off a number of potential investor presentations next week.