It may sound like he's stating the obvious, but EA CEO John Riccitiello isn't pitching the firm's buyout of PopCap as a 'meeting of minds' or a 'natural evolution' for either company.

Instead, it's nothing more than a business deal. A simple, logical deal that comes with obvious benefits for both parties.

"There is no denying that what we announced today was a business transaction," Riccitiello said in an email to EA staff.

"[EA paid] a full and fair price for a company that has demonstrated they can sustain success and transform to meet and set the pace for high-growth gaming platforms. The deal is compelling."

Taking out targets

Given the negative reaction offered by some – a report by the Cowen group suggesting the $1.35 billion EA may end up paying for PopCap is over the odds – it's not surprisingly that, both in said email, and in a conference call, Riccitiello has stressed the practicalities of the deal.

Namely that PopCap's strength in both the social and mobile gaming fields will drive EA towards its financial targets for both sectors in the coming years.

"Acquiring PopCap extends the leadership we have established since the investment in our flagship casual site, Pogo," Riccitiello added in the email.

"It adds to our momentum on the mobile and social platforms and accelerates us toward our goal of achieving $1 billion in digital business in FY12."

Chart toppers

The IPs PopCap brings on board will also benefit EA's standing on mobile.

As detailed via EA's slide presentation to the SEC regarding the move, PopCap was behind two of the top 10 highest grossing games on the App Store last year: Bejeweled 2+ Blitz and Plants vs. Zombies.

Combined with EA's existing roster – partially sourced via previous acquisition Chillingo – EA can now claim to be behind six of the top ten games on iOS in 2010.

"PopCap adds to our portfolio some of the best casual intellectual property in gaming – hit games that are growing fast on mobile and social platforms," said Riccitiello.

"Where some companies are built on a single hit, PopCap has made lightning strike again and again.

"They have built a powerhouse of evergreen casual properties and proven their ability to create new hits again and again on the fastest growing platforms – mobile, tablets, PC, online and Facebook."

Now or never

But, though the buyout had been rumoured for some weeks, many analysts are questioning the timing of the move.

"PopCap has been an attractive target for us for years," Riccitiello said in the conference call, adding to his claim in the email that the studio had "received a lot of offers, including bids from other game companies" in recent months.

That's a stance reflected in PopCap CEO David Roberts' comments, who claimed the firm had been "been flattered by the interest [many] companies have shown in PopCap".

"Ultimately, PopCap chose EA," Riccitiello concluded.

"Their leadership team tells us that in the end, the decision swung on their recognition of our culture - the respect that EA shows for games and the teams that create them."

[sources: Gamasutra]