GLU MOBILE

Glu Mobile LLC operates as a prominent developer and publisher of mobile games, now consolidated under EA Mobile. The company was originally founded as Sorrent in 2001 by Scott Orr, who leveraged his experience from Electronic Arts, where he had been instrumental in the Madden NFL franchise. In 2004, Sorrent acquired its London-based competitor, Macrospace, which was founded by Kristian Segerstrale and Sebastien de Halleux. This merger created a global entity that rebranded as Glu Mobile in 2005. A significant turning point came in January 2010 with the appointment of Niccolo de Masi as CEO, who transitioned the company to a freemium business model. Under his leadership, Glu focused on developing original IP and leveraging strategic acquisitions. The company went public on the NASDAQ in 2007. In April 2021, Electronic Arts completed its acquisition of Glu Mobile for an enterprise value of $2.1 billion, integrating Glu's nearly 800 employees and its portfolio into EA's mobile division.

Glu Mobile's business centers on a 'freemium' model, where games are free to download and play, with revenue generated primarily through in-app purchases and in-game advertising. In-app purchases, which allow players to buy virtual goods to enhance their gameplay, accounted for the vast majority of revenue. The company's diverse portfolio spans multiple genres, including lifestyle, sports, mid-core, and casual games, distributed through platforms like the Apple App Store and Google Play. Key titles include "Design Home," a simulation game that allows users to decorate virtual rooms with real-world furniture brands, and "Kim Kardashian: Hollywood," a role-playing game where players aim to increase their celebrity status. Other notable games are "Covet Fashion," "Deer Hunter," "Diner DASH Adventures," and "MLB Tap Sports Baseball."

The company's strategy involved both creating original IP and licensing well-known brands and personalities. The 2014 launch of "Kim Kardashian: Hollywood" was a massive success, generating $43.4 million in its first quarter alone and demonstrating the power of celebrity partnerships. The game's design was deeply integrated with Kim Kardashian's real-life activities, providing timely content updates that resonated with her fanbase. Similarly, "Design Home," launched in 2016 after the acquisition of developer Crowdstar, became a major revenue driver, earning over $411 million in its lifetime by targeting millennial women and partnering with real-life decor brands. Glu's growth was fueled by a series of strategic acquisitions, including Griptonite Games in 2011, the "Deer Hunter" franchise in 2012, and PlayFirst in 2014, which expanded its development capabilities and IP portfolio.

Keywords: mobile gaming, freemium games, in-app purchases, Glu Mobile, Electronic Arts, EA Mobile, Kim Kardashian: Hollywood, Design Home, Covet Fashion, Deer Hunter, MLB Tap Sports Baseball, Diner DASH Adventures, Scott Orr, Niccolo de Masi, mobile game publisher, video game developer, celebrity-licensed games, lifestyle games, role-playing games, simulation games, sports games, free-to-play, iOS games, Android games