One of the biggest game industry stories this year has centred around the acquisition of one of casual gaming's leading lights, PopCap, by Electronic Arts for the hefty sum of $750m (?457m).
Well, we were working with some bankers on the deal. They were taking us through the whole thing – which wasn't a traditional banking process. At the same time we were spending a lot of energy and time looking at going the IPO route on this and doing a lot of work on that. So, on the one hand I was involved in that, and on the other, I was meeting with a lot of companies who could potentially acquire us, so, yeah, there was a lot on my plate during that time.
So the other major objective was to PopCap to grow as a company?
Well, we 've always about creating this lasting legacy for our brands. We want our games to rank there with games like Monopoly and Scrabble, regardless of the fact that they 're playing video games. People have favorite games, but many of them aren 't video games and we really want to change that. Now, to reach the consumer, that EA 's got, we' re better that position. We knew that we probably have done it on our own, but it would have taken much longer. With EA, we can accelerate this process by quite a large number of years, because a relationship provides us access to them a lot more resources.
Some of his stuff, like Playfish 's publishing platform that will be our social media game development, or coming to get this huge client database to help us, more players may accelerate.
So we 've got more available. We don 't have all the answers yet on what we' re going to do with everyone, but we 're thrilled to have the opportunity to use it have.
They, like you 'sound it out yet, how do you go ...
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