The EA effect: PopCap slashes app prices

A range of games by casual giant PopCap have been reduced to their lowest possible price point on the App Store.

The tactic sees several iPhone games reduced from £1.99 to 69p, including the likes of Plants vs Zombies and Peggle.

Certain iPad games have also undergone a discount.

While the App Store price cuts are a rarity in PopCap history, the company’s new owner EA has been a strong advocate of the tactic.

EA has, on multiple occasions, swept discounts across its entire smartphone games arsenal. The discounts had sparked anger from a number of indie developers, who often price their games lower to get an advantage over established brands.

In July, PopCap was acquired by Electronic Arts in a deal worth at least $750 million, with projected earn-out bonuses taking the price beyond the billion mark.