PopCap’s purchase by EA will inspire Dublin’s games industry

PopCap, a world leader in mobile and social gaming, has been bought by global gaming giant EA, who will pay approximately $650 million in cash. A further $100 million worth of EA common stock will be issued to certain stockholders of PopCap.
The price is certain to raise a few eyebrows in Dublin, where other growing games companies like Swrve, Jolt and Playfirst have established development studios. The purchase will also inspire such games firms to reach for new heights and ramp up their development teams.
PopCap established its European HQ in Dublin in 2005. It is also a founder member of the recently-established Interactive Games Association of Ireland, which aims to see Ireland become an online gaming hub in Europe.
Senior director, International PR at PopCap Games, Cathy Orr says the gaming industry in Ireland is continually on the rise, simply because gaming is now an integral part of people’s time spent online. “Nearly half a million Irish people play on PopCap’s website (www.popcap.com); while nearly a quarter of a million Irish people play PopCap’s social games (Bejeweled Blitz, Zuma Blitz) on Facebook each month. Bear in mind, this does not include any who play our games via partners portals e.g. MSN, Yahoo etc., on mobile devices, consoles, or those who purchase at retail.”
Internationally, PopCap is admired. EA CEO, John Riccitiello said at the announcement of the purchase, “PopCap’s great studio talent and powerful IP add to EA’s momentum and accelerate our drive towards a $1 billion digital business.” The aim is to, “rapidly expand PopCap’s business to more digital devices, more countries, and more channels”.
“If video games traditionally appealed to an audience of 15-20% of a total consumer audience; casual games have the potential to reach the other 80-85%. And with advances in technology, such as smartphones and social networks, there’s more ‘ways’ and ‘wheres’ for people to pick up and play than ever before,” says Cathy Orr.
PopCap’s most popular games include Bejewelled, Zuma, Peggle and Plants v Zombies. Worldwide, the company employs over 400 people and it is understood that global revenues in 2010 reached over $100m.
The Dublin office is recruiting heavily. “Candidates with 5+ years experience in design and development are still thin on the ground – especially in smartphone and social game development where the platforms are relatively young. PopCap is also always interested in speaking with people who have C++ with Open GL and Iterative Development knowledge and/or Flash engineers with gaming experience,” says Orr.