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Electronic Arts, an Internet game giant has diligently collaborate with Hasbro to unveil Scrabble’s official version for much awaiting Facebook users and fans. The version that was under construction since last few months is available on EA’s casual gaming site, Pogo but the Facebook app is expected to be rolled out by the end of this month. An unlicensed version of app has already gathered a huge applause by users.
EA and Hasbro has number of challenges on its way. Scrabulous that is an unofficial version of Scrabble app made by two Indian brothers is earning a handsome amount of ad revenue. Perhaps, the only drawback it posses is, it is illegal and this shortcoming gathered an adverse criticism from Hasbro (it claims to violate Hasbro’s trademark). It also sent a take down notice to Facebook, but due to app’s popularity and fame, it is still up to facilitate users. Manufactures of Scrabulous talks with number of companies including EA to make their eminent product an official one but the prices were too high.
However, EA and Hasbro jointly worked on a project of making a licensed Scrabble as they feared harsh public reaction about sudden shut down of an app that had became everyone’s favourite in the short span of time
Chip Lange, General Manager at EA Hasbro Games said:
“SCRABBLE is one of the best social game brands in existence and we’ve worked diligently with the Hasbro team to ensure that regardless of the platform you’re playing, you’ll be able to enjoy a world class version of SCRABBLE with friends or family. We’re delighted to be bringing communities everywhere access to one of their favorite games.�
The new official app, licensed by Mattel for Facebook users outside States is 100 times less popular then an old unlicensed app.
Mark Blecher, General Manager of Hasbro Digital Media and Gaming said:
Hasbro, together with EA, is eager to share our expertise and technological know-how by bringing a genuine SCRABBLE experience to fans throughout the US and Canada whenever they want and wherever they go. We understand the current popularity and potential of web-based and social network gameplay for a wide range of our toy and game brands. EA and Hasbro are committed to providing SCRABBLE fans with a great digital game experience.�
EA and Hasbro has eloquently worked to combine the online gaming and social networking. EA Scrabble is already available on various Mobile phones and Apple iPods. The service claims to have various features that are missing from Scrabulous such as dynamic animations.
The battle is still going on. It isn’t easy to beat an old app that has gathered hell lot of public confidence and attention. Despite of this bitter truth, EA’s online gaming reputation and expertise will surely help it to gain sizable market share. As for the Facebook users, the new launching will really help them to boost their gaming capabilities and will increase their fidelity of playing with letters and words.
