Electronic Arts has been on a buying spree for the last few months – but its latest purchase was an absolutely essential one. The publisher announced plans Monday to acquire Glu Mobile in a deal worth $2.1 billion. It’s a pairing that might not make sense at first. Why, after all, would the company behind Madden, Mass Effect, and Battlefield want a mobile gaming company best known for fare like Design Home, Diner Dash, and Kim Kardashian: Hollywood? It comes down to a few things. First, EA desperately needed a mobile division. Despite several attempts to make an impact in the mobile space over the past 10 years or so, EA has never been especially successful. Activision’s buyout of Candy Crush Saga developer King five years ago set the company on a mobile path that has been hugely profitable. EA (and its investors) have been trying to find a way to emulate that. Glu, of course, isn’t King. A game featuring Kim Kardashian doesn’t have the widespread appeal of Candy Crush. But it’s stupidly popular and is a cash machine. Last year, Glu had revenues of $540 million. And it has a healthy future with its own games, including Disney… Read full this story
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