Bullfrog Essay

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Introduction Electronic Arts is known for collecting talent through development studios. They are also known for running most of those acquisitions into the ground. Creativity and talent are important aspects that go into creating AAA games, but they are hard to come by. Therefore, many large companies search for acquisitions. From an acquisition, there is usually a lower risk involved than with creating a new game. This is because the target company already has an established brand and background with their game franchises. Basic Success for Acquisitions For an acquisition to be successful, the products, service offerings, strategic direction, and most importantly the cultures for both companies should be complementary. When these aspects for the companies are in line, it helps both the companies and their consumers due to an increase in product quality. Executives, at both the acquiring and target companies, should be constantly looking for ways to improve customer satisfaction. When an investment idea and its execution prove to correspond with the wants of the customers, the deal is a win for both the consumers and the company shareholders. Bullfrog …show more content…

In 1995 Electronic Arts acquired Bullfrog, a British game developer studio that focused primarily on PC games and had hit games like Theme Park and Populous (Robinson, 2008). Once acquired, Electronic Arts tried to conform bullfrog to EA’s way of operating by smothering them instead of letting Bullfrog continue to operate the way they have been successful in the past. This strategy proved to be ineffective. Conforming Bullfrog changed the culture of who they were as a company. The owner of Bullfrog at the time said, “There was a bit of tension between EA and Bullfrog because of the different cultures (Higgins, 2016).” This statement shows the disconnect between the two companies and the way they were

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