EA’s Segerstrale to replace latest Zynga defector

Kristian Segerstrale, the co-founder of London studio Playfish, has been appointed to a senior role at Electronic Arts, as another key executive quits to join Zynga.

Taking on the task as EVP of digital, Segerstrale will assemble his own team to “define and manage the business side of the EA platform”, the publisher said.

“Along the way, his team will define the process and vocabulary for how we track and measure performance, and then market our digital games and services. Their key objective is to build a consistently awesome experience for our consumers.”

His appointment comes as Barry Cottle, EA Interactive’s top social executive, quits the company join rival firm Zynga.

Cottle joins the social gaming outfit as executive VP of business and corporate development.

Zynga is currently trading about 15 per cent lower than its value when it went public in December, with the media and analysts warning investors about future prospects.

Cottle said Zynga is "the pioneer and driving force behind the social games industry". He will report to John Schappert, the former EA second-in-command who quit to join Zynga last year.

EA purchased Playfish in 2009 for about $300 million, plus another $100 earn-out.