Chillingo on combining its spit and polish culture with the power of EA

EA's $29 million purchase of Chillingo is undoubtedly one of the headline deals of 2010, in a year when, let's not forget, acquisitions in the mobile arena haven't exactly been hard to come by.

Chillingo has previously stated that becoming part of the EA family won't impact on the publisher's personal touch the company claiming it fosters close relationships with its developers, rather than following a typically corporate mantra.

However, the fact it now has the might of one of the world's largest and most successful publishers behind it means questions regarding the suitability of the two companies are bound to arise.

Cause for cultivation

"Basically we set out making games for mobile phones and very quickly diversified into selling games directly to the consumer for other developers," co-founder and now co-general manager Joe Wee told Yahoo! Games, detailing the company's small scale roots.

"Our background of writing and creating platforms allowed us to create a platform to sell content for developers. Our expertise is in identifying and cultivating ideas for independent developers and bringing innovative games to the store.

"The EA deal allows us to combine this expertise with publishing power and reach, hence a great fit."

Developer dealings

Indeed, it's the ability that both brands have to appeal to the more casual consumer that commentators speculate may well have sparked EA's buyout in the first place.

On that score, Chillingo has enjoyed much success with its Clickgamer brand, which aims to release simpler games than its standard line up.

However, regardless of the label a game is released under, it's the relationship Chillingo has with studios that is vitally important - and that's something co-founder and co-general manager Chris Byatte is adamant won't change under EA.

"We actually offer free, impartial advice as best we can because we're cultivating one-to-one relationships," said Byatte.

"Joe and I know these developers very well, and a lot of them are now good friends. We know that they put their heart and soul into their game, so it means a lot and it must succeed.

"Our proposition is that they'll make more money with us as the publisher rather than going alone."

Best is best

"We want the absolute best," added Wee.

"Sometimes people get prickly because we will push them to the limit. In the case of Cut the Rope that was quite a long process.

"Zeptolab are very talented developers, but they were working with our head of development, polishing and polishing. The end result is a number one game."

According to Byatte, Chillingo has already laid eyes on what it's billing as the 'next Cut the Rope', though he said the firm isn't willing to lift off it just yet.

[source: Yahoo! Games]