Gamasutra Interview: EAi, Playfish On Bringing Electronic Arts Brands to Social Networks

As Electronic Arts acquires social gaming company Playfish today for $300 million, both companies see the deal as a major step to leadership in the fastest-growing space in gaming.

"The social gaming space has just exploded over the last few months... just between April and September of this year, social gaming has gone from 100 million active users to 250 million active users," Barry Cottle, senior VP and general manager of EA Interactive, tells Gamasutra.

EA Interactive -- or EAi -- is the company's group focused on web and wireless, and the division under which Playfish will now operate. Through EAi, the publisher had been working on establish a strong presence in social networking, but this acquisition gives EA "the chance to establish ourselves in a leadership position overnight," Cottle says.

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