Playfish chief executive Kristian Segerstrale said that joining the larger company would bolster plans to expand and become the undisputed industry leader. "This is the right time to invest to strengthen our participation in this space." "Social gaming, with its emphasis on friends and community, is seeing tremendous growth," said Barry Cottle, senior vice president of Electronic Arts Interactive. The deal, said senior EA figures, would add "proven expertise" to the Californian company's offerings as the shape of the industry altered. As a result, they have proved immensely popular, with more than 150m downloads and installations already and many of the most popular Facebook games. Unlike traditional gaming studios, which tend to focus on single-player titles or large-scale multiplayer online games, Playfish's products are tightly integrated with social networking sites like Facebook, MySpace and Bebo.
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