Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

EA-Hasbro Tie Targets Casual Gamers

EA and Hasbro formed an alliance to create electronic versions of Monopoly, Scrabble and other board games and toys.

EA-Hasbro Tie Targets Casual Gamers –
In an effort to tap the fastest-growing segment of the videogame market, Electronic Arts Inc. and Hasbro Inc. have formed a broad alliance to create electronic versions of Monopoly, Scrabble and an array of other Hasbro board games and toys.

Under the deal, which runs through 2013, EA has exclusive rights to create digital games based on Hasbro properties, the first of which will appear next year.

The deal is part of an aggressive push by EA, of Redwood City, Calif., to develop a bigger presence in “casual” games — a part of the business that includes easy-to-play games that lack the sophisticated graphics and immersive storylines of the industry’s better-known creations, such as shooting titles like “Halo.” Casual games have proved especially effective at attracting new audiences, including women and older players, that haven’t traditionally been big videogame players.


Filed under: Branded Entertainment, Consumer, digital, Games, Gaming, Internet, Mobile, websites

One Response

  1. Calvin T. says:

    The incoming CEO for EA games, Peter Moore, should make some exciting thinigs happen with this deal. He’s well known for his work at MSFT and SEGA, but this partnership could be a pretty smooth transition for him considering he already has some people he knows at Hasbro. From previous experience with other execs we can assume this will be a successful partnership.

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