It's a crowded space with a lot of big players, with possibly more money than Zynga. They just don't have plush offices in San Francisco and don't like to make it into the papers much.

Pushing into actual gambling is going to be a tough fight.

They don't need to out-compete the other players in internet gambling to make the "real money". They merely need to join them. I would be very surprised if they were actually unable to accomplish that, given that they already have the public's trust and attention. If they can't leverage that to at least some success, I'm not sure they could do anything.