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Home » News » EA Will Acquire “Kim Kardashian: Hollywood” Developer Glu Mobile

EA Acquire Glu Mobile

EA Will Acquire “Kim Kardashian: Hollywood” Developer Glu Mobile

Jake Jacobson by Jake Jacobson
Aug 19, 2022
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Electronic Arts is buying yet another development studio. This time, however, it’s a mobile developer. In a press release this morning, EA announced it will acquire Glu Mobile for about $2.1 billion. The purchase of Glu Mobile follows the announcement and approval of its $1.2 billion purchase of Codemasters. EA has made this acquisition with the goal of strengthening its mobile game portfolio.

Electronic Arts CEO Andrew Wilson said in a press release the acquisition of Glu “combines amazing teams and deeply-engaging products to create a mobile games leader with proven expertise across many fast-growing genres.” Wilson recognizes mobile games represent the “biggest gaming platform in the world.” Obtaining Glu Mobile’s team and titles also helps accelerate EA’s growth in the mobile market.

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Why Would EA Acquire Glu Mobile?

If you’re strictly a sports gamer, there’s a good chance you haven’t heard of Glu Mobile. The subtitle of its website, “The Leader in 3D Freemium Mobile Gaming,” is a pretty solid elevator pitch. Glu has experience developing sports games for mobile. It developed the WWE Universe mobile game, as well as a baseball series, MLB Tap Sports Baseball. Glu Mobile also has some more impressive licenses under its belt, including a Disney RPG and a restaurant game featuring Gordon Ramsay. Each of these games follows the “freemium” principle; a mobile game that’s free to download, but features tons of in-app purchases and unlocks. Glu’s monetization is part of what

EA Acquires Glu Mobile
A near infinite number of mobile apps exist. That Kim Kardashian: Hollywood is still in the top 50 of its genre shows off its staying power

None of Glu’s games capitalize on this formula better than its biggest hit, Kim Kardashian: Hollywood. When Kim Kardashian: Hollywood dropped in 2014, it made $43 million in it’s first fiscal quarter. In 2018, it was still making anywhere from $6 to $8 million a quarter. Kim Kardashian: Hollywood had such an effect on release that Polygon named it in its Top 100 games of the decade at #86. It found a new surge of popularity alongside other video games in 2020 when the ongoing COVID-19 pandemic first started forcing people inside. The games’ staying power is a testament to the kind of money EA wants to secure through acquiring a developer like Glu Mobile.

How will EA’s already scrutinized Ultimate Team environment benefit from the addition of Glu’s focus on the freemium model? I suppose we’ll find out soon enough.


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Jake Jacobson

Jake Jacobson

Jake Jacobson is a writer, reporter, and content creator from cozy Bloomington, Indiana. He's a casual speedrunner, the number 1 Raichu fan, and took the Indiana Hoosiers to the National Title game in NCAA Football '11 six consecutive years. Go Packers.

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