Hasbro Extends Mobile Gaming Agreement With EA

With games like Monopoly Hotels and Scrabble becoming mobile chart-leading games for toymaker Hasbro (NASDAQ: HAS  ) over the past six years, it announced yesterday that it has extended for an additional four years its agreement with Electronic Arts (NASDAQ: EA  ) to continue developing mobile versions of its games on a global level.

Under the new and extended terms, EA will continue to develop mobile games for several of Hasbro's most successful gaming brands including Monopoly, Scrabble, The Game of Life, Battleship, Boggle, Clue, Risk, and Yahtzee.

"The next phase of our relationship will build on this tremendous success," said Hasbro Senior VP and GM of Digital Gaming and Corporate Development Mark Blecher in a press release, "and is specifically focused on leveraging Hasbro's rich game brands with EA's leadership in the mobile space. Our relationship with EA for mobile is an integral component of our digital strategy for developing Hasbro brands across gaming platforms."

Hasbro's digital gaming business isn't exclusive with EA, as rivals such as  Activision Blizzard, DeNA, and Jagex are partners for its mega Transformers franchise. GameLoft has an agreement for mobile games based on My Little Pony and Littlest Pet Shop, and Callaway Digital Arts has one for the Mr. Potato Head mobile app.

Chip Lange, Electronic Arts Senior VP and GM of the Pogo division, said, "We're thrilled to extend our agreement with Hasbro in the mobile space, where their IP remains a priority within our portfolio. Under this partnership, our talented game designers can create mobile games that will allow Hasbro fans around the world to experience their favorite gaming brands in a whole new way."

EA said its Pogo.com gaming community will also continue to be a central hub online for digital versions of Hasbro games. Financial terms of the arrangement were not disclosed in the press release.


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