Impact: The trend of traditional games publishers embracing new platforms and business models is a logical market adaptation strategy. While the EA-PopCap deal could be worth over $1 billion, we suspect the Ubisoft-Owlient deal was considerably smaller. This brings into question the potential financial return major publishers could expect. For EA, the strategy was to go big with PopCap’s significant revenue stream from a mix of successful casual PC, online, social, mobile and console products. For Ubisoft, the strategy was to go relatively small (by comparison). But the commonality was that both publishers sought to buy additional expertise, rather build everything from the ground up and at minimum.