Though EA has owned PopCap for 10 years, the company hasn't made substantial efforts to capitalize on mobile growth outside the launch of Star Wars: Galaxy of Heroes in 2015.
Mobile is the fastest-growing gaming category, accounting for more than half of the $175 billion global games business, according to analytics firm Newzoo. "And if we feel like we can provide a compelling offering on mobile, that's something that we're highly interested in pursuing." Zombies whether it's a sports brand, like the NFL or NBA or Madden or whether it's 'Star Wars' … I think they are all viable entertainment, and that we're fortunate that we have those relationships and partnerships that exist today," Jeff Karp, the chief of EA Mobile who rejoined the company last year, said in an interview with Protocol. And then whether it's our own that we have, like Plants vs. "We do our best to learn about players, what their expectations are, what their needs are. The largest untapped market, it turns out, is consumers who have game consoles in their pockets but haven't realized it yet. That pales in comparison to the roughly 1.3 billion smartphones sold in 2020 alone.
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Today's market leader, the PS4, has an install base of about 116 million.
The best-selling console of all time, Sony's PlayStation 2, sold just over 150 million units in its lifetime. This approach is how big game publishers are discovering new audiences, and keeping those audiences in their ecosystems, now that almost everyone who wants a dedicated gaming device already has one. The company's strategy is in many ways emblematic of what the biggest game makers in the industry are now pursuing: a full, cross-platform portfolio that reaches consumers wherever they are, be it on smartphones, in the living room on console or playing on a pricey gaming PC.
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But as the second major mobile acquisition and the third $1 billion-plus purchase since last December, when EA bought racing game maker Codemasters, the Playdemic news made clear something is changing inside EA.ĮA spent years becoming a household name with sports franchises FIFA and Madden and putting out major console and PC hits like The Sims and Mass Effect. That title belongs to Glu Mobile, a prolific mobile game studio and publisher that EA bought for $2.4 billion in February. The Playdemic acquisition wasn't even EA's biggest purchase of the year, though. Zombies creator PopCap Games a decade ago, the last major EA mobile acquisition prior to this year.
It's also double the amount the company paid for Bejeweled and Plants vs. That's nearly four times what EA paid for Titanfall and Apex Legends maker Respawn Entertainment back in 2017. Games EA was paying $1.4 billion for the app and its developer Playdemic. It was for the developer of a single mobile title called Golf Clash owned by Warner Bros. It wasn't for a well-established maker of PlayStation or Xbox games, or a studio that EA had a long history of collaborating with. It revealed one of its biggest-ever purchases, and its third major acquisition in less than seven months. In June, Electronic Arts made what seemed like a peculiar announcement.
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