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MUMBAI: Saban Brands is adding game to its digital capabilities.
The company has acquired The Playforge business, a mobile
games developer and publisher, known for Zombie Farm, the
third highest grossing iOS app in 2011 and a top 10 grossing
game for nearly two years, accounting for more than 37 million
downloads.
This
acquisition continues Saban Brands' growth since reacquiring
the Power Rangers property and purchasing lifestyle brand
Paul Frank in
2010. Additionally, the company announced in July that it
is
launching Vortexx, a broadcast television block on US broadcaster
The
CW network and an online destination for action, adventure
and comedy
entertainment.
The
company plans to extend current and future free-to-play mobile
games developed by the San Mateo-based The Playforge into
licensing,
merchandising and media opportunities.
In
addition, the acquisition greatly expands Saban Brands' development
capabilities, providing additional resources for advancing
games currently in its slate. The
Playforge team adds more than 25 employees to the organisation
and
gives Saban Brands a solid footprint in Silicon Valley.
Saban
Brands VP of digital Dan Silberberger said, "Mobile is
becoming
the default medium for entertainment, and games are the future
of
social engagement. The Playforge has a demonstrated record
of creating
sustainable, high-quality mobile social games. This acquisition
allows
us to take a leadership position in the space, combine our
brand
expertise with the development capabilities of The Playforge,
and
further expand our reach to wherever consumers want –
from mobile to
online to television."
The
Playforge, founded by husband and wife team Vince McDonnell
and
Susan Salvador, will continue to release game titles under
its own
brand, continuing the company's reputation as a leading developer
of
highly engaging, character-based games. The Playforge already
has
three live games in the iTunes App Store (Zombie Farm, Zombie
Life,
and Tree World) and is the only company, with the exception
of Rovio
and its Angry Birds game, to be in the Top 10 grossing iPhone
apps on
the iTunes Rewind in both 2010 and 2011.
As
of the end of 2011, Zombie Farm is the No. 1 top grossing
free-to-play application of all
time and The Playforge was only bootstrapped company to make
the top
10 grossing list.
The
Playforge CEO Vince McDonnell said, "By partnering with
Saban
Brands we're able to take our products to new heights where
they can
be enjoyed and experienced by a much broader audience through
licensing, merchandising and media opportunities, areas that
are
tremendously exciting to us. We look forward to collaborating
with Dan
and his team in support of our three additional title launches
in
2012, and as we plan for the future."
The
Playforge has taken a focused approach to game development
with a
team of product managers, producers, developers, designers
and artists
focused on the core aspects of a game. The approach has worked
well
for its highly-successful Zombie Farm franchise.
Saban
Capital Group director of private equity Richard Yen
said,"Zombie Farm is one of the first iOS games to sell
virtual
currency redeemable for virtual goods. This continues to reinforce
The
Playforge's position as an industry pioneer and leader as
this model
now represents the lion's share of iOS app revenue".
Saban
Brands president Elie Dekel said, "As Saban Brands continues
to
grow and evolve, we are thrilled to be working with the talented
team
at The Playforge. We look forward to a steady stream of new
games,
new intellectual properties (IP), and new strategic collaborations
that bring together and amplify the strengths and capabilities
of the
combined group".
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