"We've had more difficulty with Facebook in the past couple of years," he says. "It was a good business, but it has shrunk a bit. And it became a more complex and expensive business to run. We had opportunities with other areas, so we said we should concentrate on those that are growing faster."
http://www.gamesindustry.biz/articles/2012-11-13-ubisofts-guillemot-on-evolving-audiences-and-the-wii-u#justposted
Mark Ubisoft as the first major publisher to formally announce a retreat from the Facebook/F2P model now that the true revenues are becoming apparent. I am sure they won't be the last.
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