The deal could cost a further $100m if Playfish hits certain fiscal targets by December 2011. Playfish is not the same as many rivals as it makes free games for social networking sites - like Facebook and MySpace - and mobile telephones. Players often will then start paying for extras as they get hooked. Joining EA is is the best opportunity for us to bump forward our goals to lead in the social entertainment evolution on a quicker and much bigger scale, asserted Kristian Segerstrale, Playfish's founder and CEO. Mr Segerstrale stated that he failed to start Playfish to earn income, but more out of an interest in changing gaming itself. Typical electronic games not only charge from the off, but usually involve either one player, or a grouping of players online at the same time. Social networking games use existing contacts, something that Playfish says mimics the way families historically played games. One of Electronic Arts' best-known products is the Sims role playing game.

though the most recent version was a massive success when it launched in the summertime, sales have slowed.