Success of Hasbro-Licensed Lineup Proves Demand for Quality,
Casual Games Across All Major Digital Platforms
REDWOOD CITY, Calif., Feb 10, 2010 (BUSINESS WIRE) -- The Play Label of Electronic Arts Inc. (NASDAQ:ERTS) today announced
that its Hasbro-branded video games have sold a combined total of more
than eight million units at retail globally1. To date,
the company has launched 20 different Hasbro brands on 18 major digital
platforms since the strategic alliance between EA and Hasbro
(NYSE:HAS) was formed in August 2007.
EA attributes the soaring popularity of its Hasbro-inspired portfolio of
video games to a combination of key market drivers such as the growing
mass appeal of family-friendly video games, the ongoing demand for video
games designed specifically for girls, and the rich heritage and draw of
Hasbro's iconic toy and game properties.
A recent Nickelodeon study states that 36 percent of families are
playing video games together as entertainment2, and according
to NPD Group, Inc., more than $700 million of interactive software was
purchased for girls ages 6-12 in 2008, up 23 percent from 20073.
"EA's Hasbro-branded lineup has experienced tremendous success in the
casual games market with video games that hold great appeal for families
and kids as we've retained the essence of Hasbro's iconic brands while
re-imagining the toy and board game play experiences," said Chip Lange,
Senior Vice President and General Manager of EA's Hasbro Division. "We
really see these products extending the reach of interactive
opportunities available for players today. They made the perfect gift
for the holidays, and during the rest of the year, they are the ideal
content for mobile gaming devices or to play and keep in touch with
friends online."
EA has extended the Hasbro lineup beyond consoles to more interactive
platforms over the past 18 months with Pogo.com(TM), and through EA
Mobile(TM), with mobile devices like the iPhone(R). To date, Hasbro-licensed
board game properties for mobile have made it into the Top 100 Paid Apps
on the App StoreSM including: SCRABBLE (in the US and
Canada only), BATTLESHIP, BOGGLE, CLUE, TRIVIAL PURSUIT, THE GAME OF
LIFE, CONNECT 4, YAHTZEE Adventures, MONOPOLY, and MONOPOLY
Here & Now: The World Edition.
In addition, three new Hasbro-licensed online games released by EA were
added to the Pogo line up in 2009: BOGGLE Bash, BATTLESHIP and MONOPOLY
Slots. These new offerings joined previously released titles such as SCRABBLE,
MONOPOLY Here & Now: The World Edition, YAHTZEE Party! and
TRIVIAL PURSUIT, all of which were in the top ten of all Pogo
games in terms of worldwide visitors and minutes played. In December
2009, over 4.3 million game play minutes of SCRABBLE were logged
on Pogo4.
The LITTLEST PET SHOP video game franchise from EA has shown
robust growth selling more than 3.5 million units since the first wave
of games were released in October 20081. In 2009, the digital
franchise expanded when the company launched LITTLEST PET SHOP
Online, an Internet-based game and online community allowing girls
to create their very own LITTLEST PET SHOP pets, chat with friends, play
fun games and explore a dynamic online world. LITTLEST PET SHOP
is also now available on the iPhone and iPod touch(R), and as DSiWare(TM).
For boys, the NERF "N-Strike" video game franchise has
delivered over-the-top action, and families around the world have
gathered to play HASBRO FAMILY GAME NIGHT and HASBRO FAMILY
GAME NIGHT 2, with both game franchises also selling more than one
million units each1. In addition, MONOPOLY titles
boasted strong sales selling over one million units across console
platforms1.
EA's Hasbro-branded games have also had a strong presence on Xbox LIVE(R)
Arcade (XBLA), with seven games launched in 2009 under the HASBRO
FAMILY GAME NIGHT umbrella, surpassing 500,000 paid downloads. The
portfolio of games was ranked #4 in the most popular Arcade games on the
LIVE Service for 2009, based on connectivity. HASBRO FAMILY GAME
NIGHT on XBLA features classic and party game modes of family
favorites such as SCRABBLE (in the U.S. and Canada), CONNECT
FOUR, BATTLESHIP, YAHTZEE, BOGGLE, SORRY!
and SORRY! Sliders. All games are available for 800MSP each.
"Hasbro's powerhouse alliance with EA continues to deliver big hits for
casual gamers around the world across every major platform," said Mark
Blecher, Senior Vice President and General Manager of Digital Gaming and
Media at Hasbro. "Together, we continue to re-imagine the Hasbro-branded
play experience and put it at the fingertips of consumers so they can
ignite Hasbro-style fun any time, any place."
|
1
|
|
According to NPD Data for December 2009, GFK and internal EA
databases
|
|
2
|
|
According to Nickelodeon research study, "The Family GPS," November
2009
|
|
3
|
|
According to NPD Data for May 2009
|
|
4
|
|
According to ComScore (avg. minutes per usage day, worldwide, August
2009)
|
|
|
|
|
About Hasbro
Hasbro, Inc. is a worldwide leader in children's and family leisure time
products and services with a rich portfolio of brands and entertainment
properties that provides some of the highest quality and most
recognizable play and recreational experiences in the world. As a
brand-driven, consumer-focused global company, Hasbro brings to market a
range of toys, games and licensed products, from traditional to
high-tech and digital, under such powerful brand names as TRANSFORMERS,
PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS
OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com.
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is
a leading global interactive entertainment software company. Founded in
1982, the Company develops, publishes, and distributes interactive
software worldwide for video game systems, personal computers, wireless
devices and the Internet. Electronic Arts markets its products under
four brand names: EATM, EA SPORTS(TM), EA Mobile(TM) and POGO(TM). In
fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31
titles that sold more than one million copies. EA's homepage and online
game site is www.ea.com.
More information about EA's products and full text of press releases can
be found on the Internet at http://info.ea.com.
About EA Mobile
EA Mobile(TM), is the world's leading wireless entertainment publisher with
award-winning games such as Tetris(R), Bejeweled(R), The
Sims(TM), and Need for Speed(TM). The EA Mobile portfolio also
includes casual games based on the company's partnership with Hasbro,
Inc. including MONOPOLY, YAHTZEE and SCRABBLE (in the U.S. and Canada)
as well as sports blockbusters from the EA SPORTS(TM) brand, including Madden
NFL Football, EA SPORTS FIFA Soccer and Tiger Woods PGA TOUR(R). EA
Mobile develops games for multiple mobile platforms including mobile
phones, smartphones, the iPhone(R) and iPod(R). For more information about
EA Mobile, please visit www.eamobile.com.
About Pogo.com
Pogo.com(TM) is the #1 stickiest online destination in the US (1). The site
is home to over 15.3 million unique visitors a month (worldwide) who
play for more than 62 minutes a day (1). Boasting a wide variety of more
than 100 free online games including puzzle games, word games, casino
games, classic card games and board
games, Pogo.com features both single-player and multiplayer games.
The site offers players an easy-to-use chat feature where millions of
people talk about their favorite games, best scores, or simply share
stories about their lives. Pogo.com is known for its thriving online
community of players who forge life-long friendships through the site.
Pogo has local sites and communities in UK (pogo.co.uk) and Germany
(pogo.de). The Pogo.com premium service, Club Pogo, offers players a
variety of VIP features including exclusive games, no ad interruptions,
private chat and avatars. Club Pogo had over 1.75 million paying
subscribers at the end of August 2009.
(1) According to ComScore (avg. minutes per usage day, worldwide,
August 2009)
EA, EA SPORTS, EA Mobile, POGO, Pogo.com, Need for Speed and The Sims
are trademarks of Electronic Arts Inc. Tetris is a registered trademark
of Tetris Holding, LLC. Bejeweled is a registered trademark of PopCap
Games, Inc. BATTLESHIP, BOGGLE, CONNECT FOUR, FAMILY GAME NIGHT,
LITTLEST PET SHOP, MONOPOLY, Here and Now, NERF and N-STRIKE, SORRY!,
SCRABBLE, (in the United States and Canada), TRIVIAL PURSUIT and YAHTZEE
are trademarks of Hasbro and are used with permission. John Madden, NFL,
FIFA, Tiger Woods and PGA TOUR are the property of their respective
owners and used with permission. Nintendo DS, Nintendo DSiWare and Wii
are trademarks of Nintendo. Xbox LIVE is a trademark of the Microsoft
group of companies and is used under license from Microsoft. App Store
is a service mark of Apple Inc., and iPod, iPod touch and iPhone are
trademarks of Apple Inc. All other trademarks are the property of their
respective owners.
SOURCE: Electronic Arts Inc.
Electronic Arts
Lilit Baron, 650-628-9247
lbaron@ea.com
or
Foghorn PR (For EA)
Shelly Eckenroth, 717-852-7060
seckenroth@foghornpr.com
or
Hasbro
Gary Serby, 401-727-5801
gserby@hasbro.com
Copyright Business Wire 2010