Playfish

Playfish Ltd

Former type	Subsidiary
Industry	Video games, social network service
Fate	All games retired
Founded	2007
Founder	Kristian Segerstrale Sebastien de Halleux Sami Lababidi Shukri Shammas
Defunct	2013
Headquarters	London, United Kingdom
Owner	Electronic Arts
Parent	Electronic Arts
Website	playfish.com

Playfish, currently a property of Electronic Arts, was a developer of free-to-play social network games. Playfish was founded in 2007 by Kristian Segerstråle,^[1] Sebastien de Halleux,^[2] Sami Lababidi and Shukri Shammas.^[3] It closed in 2013.^[4] Playfish in the past had attracted up to 55 million users a month, with over 37 million users coming from Facebook users.^[5] In October 2008, they secured US$17 million in venture capital funding from Accel Partners and Index Ventures.^[6]

History

Who has the Biggest Brain? was the company's first release. It was one of the first Facebook games to attract millions of daily players, and allowed the company to raise the funding necessary to produce other games. The company made money by selling virtual goods inside its games.^[7]

On Monday, November 9, 2009, Electronic Arts announced their acquisition of Playfish for $400 million. The acquisition was initially for $275 million cash and $25 million in equity—with a further $100 million in performance-based bonuses available if the company hits targets set by EA executives.^[8][9] As of February 2013, all four of the original founders have left the company, with Lababidi and Shammas setting up educational developer Mindshapes,^[10][11] and Segerstråle returning to the world of startups.^[12]

On June 14, 2013, all of the Playfish-developed games have been retired while Madden NFL 13 Social was retired on September 2, 2013 and can no longer be played on Facebook. The last 3 games to be retired (Pet Society, The Sims Social, and SimCity Social) were retired on June 17, 2013.

List of games

Title	Platform	Released	Retired
Who Has The Biggest Brain?	Facebook	December 18, 2007	September 30, 2011
Word Challenge		May 1, 2008	September 30, 2011
Bowling Buddies		May 8, 2008	September 30, 2011
Pet Society		August 8, 2008	June 14, 2013[13][Note 1]
Geo Challenge		September 22, 2008	September 30, 2011
Minigolf Party		January 27, 2009	January 27, 2010
Restaurant City		April 28, 2009	June 29, 2012
Crazy Planets		July 1, 2009	December 1, 2011
Country Story		July 29, 2009	December 1, 2011
Quiztastic!		August 14, 2009	March 4, 2010
Poker Rivals		December 7, 2009	June 7, 2011
Gangster City		January 26, 2010	June 7, 2011
Hotel City		March 26, 2010	September 30, 2011
My Empire		June 1, 2010	September 30, 2011
EA Sports FIFA Superstars		June 10, 2010	March 31, 2013
Pirates Ahoy!		August 10, 2010	June 7, 2011
Madden NFL Superstars		August 31, 2010	May 14, 2013
Monopoly Millionaires		January 31, 2011	August 17, 2012
World Series Superstars		March 30, 2011	December 31, 2012
The Sims Social		August 9, 2011	June 14, 2013[14][Note 2]
NHL Superstars		October 5, 2011	May 14, 2013
RISK: Factions		January 11, 2012	March 31, 2013
SimCity Social		June 25, 2012	June 14, 2013[15][Note 3]
Madden NFL 13 Social (also available on iOS)		October 5, 2012	September 2, 2013[16]
Pet Society Vacation	iOS	July 18, 2011	August 29, 2012
Restaurant City: Gourmet Edition		August 22, 2011	August 29, 2012

Notable games

Restaurant City

In Restaurant City, players own a restaurant in a set environment. The goal is to run an exceedingly popular restaurant and increase in restaurant level and dish quality. A restaurant needs at least two employees to function; a chef and a waiter. Through popularity, a restaurant can attract more customers. As a restaurant attracts more customers, it needs more employees. A restaurant gains the ability to hire more employees as it rises in level. The restaurant also grows in size as it gains levels, and can serve drinks and grow certain ingredients in a garden. Restaurant City was retired on June 29, 2012.

Pet Society

In Pet Society, players own virtual pets in a "neighborhood." Players can dress up their pets, decorate their homes, go fishing, cook dishes, and dig for treasures. Gaining "paw points" allows players to eventually level up to Level 100. Players can also send gifts and do a crafting challenge to make an item. It was announced on April 15, 2013 that the game would be retired on June 14, 2013, however it was retired on June 17, 2013 instead.

Madden NFL Superstars

Madden NFL Superstars is a spin-off of the popular Madden NFL American football video game series. Players create a team out of current real-life NFL players and compete in 3 different types of games: league games against computer generated teams, scrimmage games against friends, and scrimmage games against real NFL teams. As players progress they collect coins to purchase upgrades to their stadiums, collect fans, hire NFL coaches, and purchase tiered rating level card packs of NFL players to add to their rosters. It was retired on May 14, 2013, while replaced with Madden NFL '13 Social, which retired on September 2, 2013.

The Sims Social

The Sims Social is a Facebook addition to The Sims franchise. This game took place in a fictional town called Littlehaven. In The Sims Social, players create their own 'Sim', or character, which they can customize. They can then interact with the Sims of their friends, decorate their home, advance their Sim in their dream job and develop romantic relationships. The game often taking some inspirations based on famous public figures such as Lady Gaga and Elvis Presley. Unlike other The Sims games, only one NPC was introduced and can interact with player's 'Sim', Bella Goth.

On February 9, 2012, The Sims Social won the Social Networking Game of the Year award at the 15th Annual Interactive Achievement Awards and February 15, 2012, the game was nominated for best online browser game by the British Academy Video Game Awards - a subsidiary of the British Academy of Film and Television Arts. It was announced on April 15, 2013 that the game would be retired on June 14, 2013, however it was retired on June 17, 2013 instead.

SimCity Social

SimCity Social is a city building game which allows the player to build city. This is the Facebook game version of the SimCity franchise. It was announced on April 15, 2013 that the game would be retired on June 14, 2013, however it was retired on 17 June 2013 instead.

Playfish Cash

Players were eligible to buy "Playfish Cards" at Walmart, Walgreens, and Toys 'R' Us stores. Once redeemed on the Playfish website, players earn "Playfish Cash" (PFC) to spend on virtual goods in games.

Prior April 19, 2011, all active Playfish games used a uniform premium currency called "Playfish Cash", and among players it was often called PFC. Playfish Cash could be used for all Playfish games in one. Later, the premium currency was changed into individual cash types for each game.^[17]

Game	Playfish Cash
Pet Society	Pet Society Cash
Madden NFL Superstars	Football Cash
The Sims Social	SimCash
SimCity Social	Diamonds
NHL Superstars	Hockey Cash

Marketing

In August 2011, Playfish was confirmed as the official shirt sponsor of the newly formed, supporter owned English football club AFC Rushden & Diamonds.^[18]

Notes

1. While it was announced to be retired on June 14, the game was actually retired on June 17, 2013.
2. While it was announced to be retired on June 14, the game was actually retired on June 17, 2013.
3. While it was announced to be retired on June 14, the game was actually retired on June 17, 2013.

References

Playfish

1. "Business big shot: Kristian Segerstråle, computer games entrepreneur". The Times. Retrieved 2016-01-30.
2. "Sébastien de Halleux, me encanta et 30 millions de joueurs". Trends Tendances. Retrieved 2016-01-30.
3. "About Playfish company & founders". Playfish. Retrieved 2016-01-30.
4. "EA shutting down Playfish games". GamesIndustry.biz. Retrieved 2016-01-30.
5. Eric Caoili. "Playfish Social Games Reaching 55 Million Monthly Players". Gamasutra. Retrieved 2016-01-30.
6. "Playfish Completes $17 Million Financing and Continues Success as Social Games Leader". Playfish. 2008-10-28. Retrieved 2016-01-30.
7. Chiang, Oliver (February 23, 2010). "EA's Playfish: Big Real-World Sales In Virtual Goods Game". Forbes.
8. Johnson, Bobbie (November 9, 2009). "Playfish sells to Electronic Arts in deal worth up to $400m". The Guardian. London.
9. "EA to Acquire Playfish for $275 Million". The Wall Street Journal.
10. Stuart Dredge (March 16, 2011). "Mindshapes wants to up the quality of apps for toddlers". The Guardian. London.
11. Nick Clayton (May 31, 2012). "Mindshapes gets $4 Million to Develop Learning Games". The Wall Street Journal.
12. Kim-Mae Cutler. "EA's Digital EVP, Playfish Co-Founder Kristian Segerstrale Departs". TechCrunch. Retrieved 2016-01-30.
14. https://web.archive.org/web/20130423091411/https://help.ea.com/article/the-sims-social-is-being-retired. Archived from the original on April 23, 2013. Retrieved July 13, 2013. Missing or empty |title= (help)
16. https://web.archive.org/web/20130813071530/https://help.ea.com/article/madden-nfl-social-is-being-retired. Archived from the original on August 13, 2013. Retrieved July 13, 2013. Missing or empty |title= (help)
17. "FAQs - Game-Specific Currency". Archived from the original on April 27, 2011. Retrieved April 19, 2011.
18. "Club Sponsors". Afcdiamonds.com. Retrieved 2016-01-30.

External links

• Official Playfish website
• Playfish forum