Strategic expansion of casual games business

Pogo bounce to iPhone in EAâ??s digital march

Electronic Arts will bring its Pogo business to Apple mobile devices, the group has confirmed, in an acceleration of its digital strategy.

Pogo is outright one of the most popular websites in the US, with 15 million visitors each month, providing free casual games such as Scrabble and Monopoly.

Those two classic board games will be part of a new rush of Pogo titles coming to the App Store today, many of which are available free as ad-supported titles.

“We’ve been entertaining audiences for more than 10 years, and that experience has given us a deep understanding of the types of games that engage people and keep them coming back for more,” said Michael Marchetti, GM of Pogo for Electronic Arts.

The move presents a clearer picture of the social and online games spaces, with many companies in this sector spotting better growth opportunities in the mobile market.

Even Zynga, which has made its hundreds of millions from Facebook customers, is now entering the mobile games space. The Farmville developer announced last week it had bought iPhone games developer Newtoy.

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