PlayFirst's Chris Williams has been hired by Big Fish to head its new push into the free-to-play market.
Williams becomes the company's VP and GM of free-to-play.
The company says that it is set to transform its free-to-play initiative from an emerging business to a hyper-growth business” in 2013. It will launch a number of titles on its PC and Mac store, starting with Big Fish Casino, and also publish its first F2P title on iPad – Found: A Hidden Object Adventure.
The new offerings will compliment Big Fish's already 3,000+ strong games catalogue.
Big Fish CEO and founder Paul Thelen stated: "F2P games are increasingly popular with gamers who have been introduced to digital games over the past few years via the rapid growth of social and mobile platforms. It is a natural extension to both our PC/Mac app store and to our mobile publishing business.”