Hot Topic: PopCap, Got Game?

Lets start off with the truth; we don't know jack about computer games. While we have started to write a 'games' article at least three times in the past we never felt like the games were tuned to the wavelength of our psyche's resonant frequency. Perhaps, as one frequent gamer noted, we were too old, but, we like to think that existing games just did not provide that spark needed to hold our interest. Unlike romance, it was more like speed dating, and in the end, we just got bored. That was before we downloaded any PopCap games, and assuredly before we got hooked on Bejeweled II or Bookworm.

To start at the beginning, IFExpress first heard of PopCap in a recent news release wherein it was reported that they recently hired Greg Canessa (ex head Microsoft Xbox Live Arcade), as their new CEO. What, we said, would spark a heavy hitter like Greg to join this 110 person, 7 year old, Seattle based, casual game developer? Next, we visited their website and downloaded a free version Bejeweled 2 and started playing...and playing...and playing. We played-up the free hour, and like Chinese food, we NEEDED more. Jeez, this stuff is addictive and it might explain why 10 million units of it have been sold! So, we called James Gwertzman, Director of Business Development and he invited us to see PopCap for ourselves. Remarkably similar to almost any code house, they had the requisite game room with free food, soda and coffee, chock-a-block cubicles loaded with computer screens, and the usual zany cast of characters, live animals, and toys...all with a great view of the city. But something about PopCap software was different? Easy to play, these computer games were more satisfying, albeit simpler, than others we tested but there was some formula that we surely thought had travel entertainment appeal. Sure enough, the press kit had the answer; casual games are about relaxation, delight, and at it's essence, discovery!

We should note that PopCap games are presently on airline IFE systems...Cathay Pacific, among others, but our interest was on passenger purchased games for portable entertainment devices. Specifically, we wanted games that would quickly appeal to travelers of all ages. We asked James what made PopCap games such a successful concept. Further, with free downloads, why would users buy their products? "Our business model includes a free one hour downloadable version of all our products" he said. "Not only that, gamers with PC's and Mac's can play free online (advert supported) or buy a shrink-wrap product with even more features. Notably, all our products are $20, well within the reach of everyone so there is a great built-in demand after our customers get a "test ride"." It goes beyond low price, we found out. Well over 76% of PopCap gamers are women and 89% are over 30. Casual games, are designed to be played by gamers of all ages and they offer over 50 choices. You can play from 5 minutes to 5 hours... perfect when waiting for an airplane or a latte. All games are instant play, that is, start 'em up and they go...no lengthy setup or learning curve. You don't have to read a thing. Further, PopCap games have replay ability, a feature that keeps player coming back for more. Bejeweled II Deluxe (shrink wrap), for example, delivers the newest version of the game and a terrific 30 minute mix of the synth soundtrack. You can even download the game to your PDA or phone. Rather than describe it, try it yourself - download it here.

If puzzle games bore you or you think with the other side of your brain, try Bookworm. It is a dynamic word puzzle game - like crosswords... only on steroids. We found in our testing that folks who did not like puzzles liked the intellectual challenge of finding words, especially when the letter tiles were moving! For you "shooter" game lovers check out Zuma or their newest, Peggle. There are plenty of game and company reviews on-line and we will include a few links if you want to dig deeper. The next time you see us at an airport we will be safely ensconced in our own world, head buried in our laptops, Bose NC headsets on, latte in hand, off to gaming Nirvana. Hey, it beats CNN!

(Ed Note: While researching this story, we reviewed a few player profiles. One thing stood out - players genuinely enjoyed the playing of casual games and many suffered through debilitating injuries and trauma only to find games like Bookworm a constructive and rehabilitation related therapy. Medical conditions requiring simple tasks like ordering objects or remembering and discovering words find a therapeutic friends at PopCap.)

• PopCap Home Page
• 2Old2Play Interviews PopCap Games

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