Why EA's So Thirsty for PopCap

[ECTNews]

 Video game analyst Scott Steinberg answers the question, "Why did EA buy PopCap Games, and is it a marriage made in heaven?" In a nutshell, Steinberg does see bliss ahead for companies, if EA can successfully integrate the PopCap "scamps," as he calls them, into its corporate culture. EA badly wants to expand into casual gaming, and PopCap has produced nothing but hits, including such fan favorites as "Bejeweled" and "Plants vs. Zombies." And these titles aren't just for kids and grannies, says Steinberg -- hardcore gamers are taking an interest as well.