Digital Arts is acquiring the cellular recreation developer behind Kim Kardashian: Hollywood. The online game firm has announced that it’s buying Glu Cellular in a $2.4 billion all-cash deal that the businesses predict to shut within the quarter ending on June thirtieth. EA Chief Govt Andrew Wilson stated his firm selected the deal, as a result of it believes “cellular is the fastest-growing platform on the planet.”
With Glu’s acquisition, EA is doubling the dimensions of its cellular enterprise and broaden its portfolio. Along with Kim Kardashian: Hollywood, Glu can be recognized for creating Diner Sprint: Adventures and different movie star video games with the likes of Britney Spears, Nicki Minaj, Jason Statham and Gordon Ramsay. It was the developer behind Taylor Swift’s now-defunct social networking app, as effectively. Glu’s titles are principally free-to-play video games with microtransactions, which is a enterprise mannequin EA previously said it desires to maintain pursuing. Microtransactions are huge enterprise for EA, in any case, and it makes billions from that earnings supply.
Glu and its 800 staff will function independently, however they may be capable of develop titles primarily based on EA’s mental property alongside their very own tasks. They’ll additionally be capable of reap the benefits of EA’s advertising and marketing and world presence to develop audiences for its video games. Wilson defined that Glu doesn’t have “nice worldwide attain but” regardless of its success, and that’s the place his firm will help it develop.
— Digital Arts (@EA) February 8, 2021