The Beat

POSTED BY ltucker ON Feb 10, 2010

EA Sells Over Eight Million Units Worldwide Of Hasbro-Branded Family And Kids Video Games In One Year

Success of Hasbro-Licensed Lineup Proves Demand for Quality, Casual Games Across All Major Digital Platforms

The Play Label of EA today announced that its Hasbro-branded video games have sold a combined total of more than eight million units at retail globally1. To date, the company has launched 20 different Hasbro brands on 18 major digital platforms since the strategic alliance between EA and Hasbro was formed in August 2007.

EA attributes the soaring popularity of its Hasbro-inspired portfolio of video games to a combination of key market drivers such as the growing mass appeal of family-friendly video games, the ongoing demand for video games designed specifically for girls, and the rich heritage and draw of Hasbro's iconic toy and game properties.

A recent Nickelodeon study states that 36 percent of families are playing video games together as entertainment2, and according to NPD Group, Inc., more than $700 million of interactive software was purchased for girls ages 6-12 in 2008, up 23 percent from 20073.

"EA's Hasbro-branded lineup has experienced tremendous success in the casual games market with video games that hold great appeal for families and kids as we've retained the essence of Hasbro's iconic brands while re-imagining the toy and board game play experiences," said Chip Lange, Senior Vice President and General Manager of EA's Hasbro Division. "We really see these products extending the reach of interactive opportunities available for players today. They made the perfect gift for the holidays, and during the rest of the year, they are the ideal content for mobile gaming devices or to play and keep in touch with friends online."

EA has extended the Hasbro lineup beyond consoles to more interactive platforms over the past 18 months with Pogo.com, and through EA Mobile, with mobile devices like the iPhone. To date, Hasbro-licensed board game properties for mobile have made it into the Top 100 Paid Apps on the App Store including: SCRABBLE (in the US and Canada only), BATTLESHIP, BOGGLE, CLUE, TRIVIAL PURSUIT, THE GAME OF LIFE, CONNECT 4, YAHTZEE AdventuresMONOPOLY, and MONOPOLY Here & Now: The World Edition.

In addition, three new Hasbro-licensed online games released by EA were added to the Pogo line up in 2009: BOGGLE Bash, BATTLESHIP and MONOPOLY Slots. These new offerings joined previously released titles such as SCRABBLE, MONOPOLY Here & Now:  The World Edition, YAHTZEE Party! and TRIVIAL PURSUIT, all of which were in the top ten of all Pogo games in terms of worldwide visitors and minutes played. In December 2009, over 4.3 million game play minutes of SCRABBLE were logged on Pogo4.

The LITTLEST PET SHOP video game franchise from EA has shown robust growth selling more than 3.5 million units since the first wave of games were released in October 20081. In 2009, the digital franchise expanded when the company launched LITTLEST PET SHOP Online, an Internet-based game and online community allowing girls to create their very own LITTLEST PET SHOP pets, chat with friends, play fun games and explore a dynamic online world.  LITTLEST PET SHOP is also now available on the iPhone and iPod touch®, and as DSiWare.

For boys, the NERF "N-Strike" video game franchise has delivered over-the-top action, and families around the world have gathered to play HASBRO FAMILY GAME NIGHT and HASBRO FAMILY GAME NIGHT 2, with both game franchises also selling more than one million units each1.  In addition, MONOPOLY titles boasted strong sales selling over one million units across console platforms1.   

EA's Hasbro-branded games have also had a strong presence on Xbox LIVE Arcade (XBLA), with seven games launched in 2009 under the HASBRO FAMILY GAME NIGHT umbrella, surpassing 500,000 paid downloads.  The portfolio of games was ranked #4 in the most popular Arcade games on the LIVE Service for 2009, based on connectivity. HASBRO FAMILY GAME NIGHT on XBLA features classic and party game modes of family favorites such as SCRABBLE (in the U.S. and Canada), CONNECT FOUR, BATTLESHIP, YAHTZEE, BOGGLE, SORRY! and SORRY! Sliders. All games are available for 800MSP each. 

"Hasbro's powerhouse alliance with EA continues to deliver big hits for casual gamers around the world across every major platform," said Mark Blecher, Senior Vice President and General Manager of Digital Gaming and Media at Hasbro.  "Together, we continue to re-imagine the Hasbro-branded play experience and put it at the fingertips of consumers so they can ignite Hasbro-style fun any time, any place." 

1 According to NPD Data for December 2009, GFK and internal EA databases
2 According to Nickelodeon research study, "The Family GPS," November 2009
3 According to NPD Data for May 2009
4 According to ComScore (avg. minutes per usage day, worldwide, August 2009)

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