Electronic Arts and Hasbro team up for casual games market invasion

Mass platform launches to see Hasbro's classic games digitised

10 August 2007 9:42 GMT / By Amy-Mae Elliott

Electronic Arts and Hasbro has announced a strategic licensing agreement that will bring together the two companies in a partnership that promises to "transform the interactive family entertainment landscape".

This deal was made possible because in July this year, Infrogames, the parent company of Atari, sold Hasbro's digital rights to their boardgames back to them for over $19 million.

The relationship will give EA the exclusive worldwide rights to create digital games based upon a huge array of Hasbro's intellectual properties, including Monopoly, Scrabble, Yahtzee, Nerf, Tonka and Littlest Pet Shop, as well as others.

Inspired by these classic board games and toys, EA will develop interactive experiences for a mass audience to play across key platforms including mobile, online, handheld, PC and consoles. The first games are scheduled to launch in 2008.

As part of the agreement, in return Hasbro will get certain rights to bring select EA franchises to toys and traditional games.

Boogie boardgame, anyone?