In a deal valued at $1.3 billion, video game publishing giant EA has added independent game developer PopCap Games to its stable of studios. Pop Cap is the developer behind a number of addictive puzzle games including Zuma and Bejeweled – games that target a more casual gaming audience. Rumors suggest that the partnership comes with intentions to bring more games to social media environments like Facebook and Google+.
"We picked EA because they have recast their culture around making great digital games," said David Roberts, CEO of PopCap. "By working with EA, we'll scale our games and services to deliver more social, mobile, casual fun to an even bigger, global audience."
With studios like Maxis, Visceral and EA Sports already under its belt, EA’s clout in the industry should help promote PopCap’s quirky titles to a new audience of casual players.
“EA and PopCap are a compelling combination,” said EA CEO John Riccitiello. “PopCap’s great studio talent and powerful IP add to EA’s momentum and accelerate our drive towards a $1 billion digital business. EA’s global studio and publishing network will help PopCap rapidly expand their business to more digital devices, more countries, and more channels.”
Social media has offered new areas of expansion to and industry that up until now depended on Triple-A titles that catered to hardcore fans for revenue. With Farmville developers Zynga earning in excess of $7 billion dollars last year, big name publishers are also positioning themselves to cash in on the less hardcore gaming market.
The deal is expected to be completed sometime in 2012. Good news is we’ll all be able to play Plant vs. Zombies via Facebook when we’re hunkered down in our end-of-the-world-proof shelters.
Chris DiMarco is a Web Editor for TechZone360. He holds a master's degree in journalism from Quinnipiac University. Prior to joining TMC Chris worked with e-commerce provider Suresource as a contact center representative and development analyst. To read more of his articles, please visit his columnist page. Follow him on Twitter @cpdimarco.
Edited by Carrie Schmelkin
