Electronic Arts (EA) focused on Kim Kardashian. In other words, the company announced its plans to acquire Glu Mobile, the producer of the Kim Kardashian Hollywood, in a deal worth $2.4 billion.
EA will increase its effects on the mobile industry with the help of Glu
Electronic Arts, which recently acquired Codemasters, plans to make its second major acquisition in recent weeks. The company is preparing to acquire Glu Mobile, which is also known for the games such as Tap Sports Baseball, Dine Dash Adventures, and Disney Sorcerer’s Arena.
Focusing on high-budget mobile games, Glu also focuses on free-to-play games that run for years and generate revenue from microtransactions. Thanks to this acquisition, EA aims to make billions from the microtransactions model. Actually, EA has repeatedly stated that it wants to emphasize this business model in the future.
— Electronic Arts (@EA) February 8, 2021
“Our acquisition of Glu combines amazing teams and deeply-engaging products to create a mobile games leader with proven expertise across many fast-growing genres,” EA chief executive officer Andrew Wilson said in a statement. “Mobile continues to grow as the biggest gaming platform in the world, and with the addition of Glu’s games and talent, we’re doubling the size of our mobile business.”
Glu and its 800 employees will work independently but will be able to develop projects based on EA’s intellectual property alongside their own projects. It will also be able to leverage EA’s marketing to grow the audiences of its games.
Wilson explained that despite its success, Glu does not have a great international reach yet and EA can help the company to grow at this point.
Glu CEO Nick Early also expressed their satisfaction with this deal.
“As part of Electronic Arts, we will continue capitalizing on the opportunities ahead in the expanding mobile gaming industry,” said Early.