EA is planning to launch more of its ‘big franchises’ onto Facebook after confirming it’s now the most popular gaming platform in the world with 290 million active players.
While Zynga is still far and away the most popular publisher on the site, EA and its subsiduary Playfish is catching up fast.
“We’re seeing an increase in game traffic on Facebook and believe the site has stabilised with a current estimate of 290 million gamers playing an average of 3.5 hours per month,” EA’s COO John Schappert said.
The EA COO confirmed that its subsidiary, Playfish, is Facebook’s second-biggest games publisher, which EA bought for a reputed $400 million.
“Our leadership on mobile and smart phones taught us a great deal about how these new platforms evolve,” Schappert added.
“We know that consumers are attracted to new experiences, but quickly aggregate behind high quality and the brands and franchises they recognize from other media,” he said.
“Last year, EA Sports launched Madden NFL Superstars and FIFA Superstars on Facebook – both games have loyal followings and strong monetization.
“In 2011, you’ll see more of EA’s big franchises come to Facebook as well new, original offerings.