ZipZapPlay's Facebook game Baking Life is to close, giving players no option to transfer purchases and progress to another game in PopCap's casual stable.
Baking Life currently attracts 750,000 monthly average users, and 100,000 daily average users, but at one time, had over 6.7 million MAUs. Players have been advised that their balance of Zip Cash - bought with real currency - will not be transferrable to other titles. In-game progress and already purchased premium items will likewise vanish.
"Unfortunately, we had to make a very difficult decision to shut down the game. The Baking Life player numbers have dropped in such a way that Baking Life is no longer performing well enough to justify continued support. As such, we are reallocating resources to games that we are developing for future release," PopCap's Garth Chouteau told InsideSocialGames.
PopCap, which acquired ZipZapPlay and Baking Life in April of 2010 and was itself acquired by EA in July, has encouraged players to move to other PopCap games Bejeweled Blitz or Zuma Blitz, although neither fits Baking Life's genre.