Glu Mobile
Corporate brand
UnclaimedGlu Mobile was an American mobile-game developer and publisher that became part of Electronic Arts in 2021.
Last updated August 26, 2026
Overview
Glu Mobile was an American developer and publisher of mobile games. The business began in 2001 under the name Sorrent, founded by Scott Orr, and initially operated within the emerging market for games distributed through mobile phones. Its development and publishing footprint expanded substantially after Sorrent acquired London-based Macrospace in December 2004. The merged operation adopted the Glu Mobile name in June 2005, creating a company focused on producing and distributing games for a broad range of mobile handsets and, later, smartphones and app stores. The company pursued growth through a combination of acquisitions, licensed properties, original intellectual property, and international development capacity. In 2006 it acquired the British developer iFone, followed in 2007 by the acquisition of Chinese mobile-game producer Beijing Zhangzhong MIG Information Technology. In 2008 it acquired San Clemente-based Superscape. These transactions gave Glu additional studios, technology, market access, and publishing capabilities as mobile gaming became more global. In 2011 Glu acquired Griptonite Games and Blammo Games, adding approximately 200 employees and roughly doubling its internal development capacity. It later acquired the Deer Hunter franchise, PlayFirst, Crowdstar, and the QuizUp game and related business. Leadership changed several times during this expansion. Sorrent founder Scott Orr was replaced as chief executive by Greg Ballard in 2005. Niccolo de Masi became president and chief executive in January 2010, and his tenure was associated with a strategic shift toward freemium games, in which the initial download was generally free and revenue came from in-game purchases and related monetization. Glu increasingly emphasized original properties and recurring mobile engagement rather than relying only on conventional paid game sales. Nick Earl became chief executive in November 2016. Glu's portfolio included original and acquired mobile properties such as Deer Hunter, the Dash series associated with PlayFirst, Covet Fashion from Crowdstar, QuizUp, and mobile adaptations such as Asteroids. The company also operated GameSpy Technologies for a period after buying that business from IGN Entertainment in 2012. GameSpy's eventual discontinuation of multiplayer services affected a number of older games and created significant criticism from developers and players, particularly because some earlier server shutdowns were not preceded by broad public warning. Glu attracted strategic investment from Tencent, which acquired a 15% stake for $126 million in 2015 and held approximately 20.8% in 2017 according to the referenced historical account. In February 2021 Electronic Arts announced an agreement to acquire Glu in a transaction valued at approximately $2.4 billion. The acquisition was completed in April 2021. Glu was subsequently consolidated into EA Mobile, ending its existence as an independent publicly traded mobile-game company. EA later announced a small number of staff reductions following the shutdown of certain mobile titles. The Glu name therefore represents both an early mobile-game publisher and an acquisition platform whose studios and intellectual property were absorbed into a larger global games organization.
History
Glu Mobile originated as Sorrent in 2001 under founder Scott Orr. The company operated during the early expansion of mobile-phone gaming, when developers had to support a fragmented market of handsets, carriers, and operating systems. In December 2004, Sorrent acquired Macrospace, a London-based mobile-game company. The combined business adopted the Glu Mobile name in June 2005. Greg Ballard succeeded Orr as chief executive that year. Glu expanded internationally and added development capacity through a series of acquisitions. It bought British developer iFone in 2006 and Beijing Zhangzhong MIG Information Technology in 2007, giving it a stronger presence in the United Kingdom and China. In 2008 it acquired Superscape, based in San Clemente, California. Glu also developed and published adaptations such as Asteroids for mobile phones, demonstrating the importance of recognizable properties in the handset-games market. In 2010 Niccolo de Masi became president and chief executive. Under his leadership, Glu shifted toward a freemium model and placed greater emphasis on original intellectual property. The model supported free or low-friction distribution while generating revenue through in-game purchases and continuing user engagement. In 2011 Glu acquired Griptonite Games and Blammo Games. The combined staffing increase, reported at approximately 200 employees, significantly enlarged Glu's internal production capability. The company acquired the Deer Hunter franchise in 2012 and subsequently broadened its portfolio through purchases of GameSpy Technologies, PlayFirst, Crowdstar, and QuizUp. The GameSpy transaction produced one of the most controversial episodes associated with the company. After purchasing GameSpy Technologies from IGN Entertainment, Glu increased integration costs and shut down servers supporting a number of older games in December 2012. The shutdowns were criticized because developers and consumers were not given clear advance warning. In April 2014 Glu announced that the remaining GameSpy multiplayer services would close at the end of May. The affected services included older PC games and online functions connected to Nintendo DS and Wii titles. GameSpy Technologies was distinct from the separately operated GameSpy company, although the two were related by name. Glu continued to consolidate mobile properties. PlayFirst joined the company in 2014, bringing the Dash series. Tencent invested $126 million for a 15% stake in 2015 and was reported to hold approximately 20.8% in 2017. Crowdstar was acquired in 2016, adding Covet Fashion, while QuizUp was acquired later that year. Nick Earl became chief executive in November 2016. Electronic Arts announced a planned acquisition of Glu in February 2021 at an estimated value of $2.4 billion. The transaction closed in April 2021, after which Glu was folded into EA Mobile. Glu's independent corporate identity and public-company status ended with the acquisition. Subsequent title shutdowns and a small number of staff reductions were reported within the EA mobile-games organization. Glu Mobile is therefore best understood historically as an important mobile-game publisher that evolved from a handset-focused developer into a freemium, acquisition-led smartphone-games company before being absorbed by Electronic Arts.
- 2021
Electronic Arts completes the acquisition
[1]EA completed its acquisition of Glu Mobile, after which the business was consolidated under EA Mobile.
- 2016
Crowdstar and QuizUp are acquired
[1]Glu acquired Crowdstar, including Covet Fashion, and later acquired the QuizUp business.
- 2014
PlayFirst is acquired
[1]Glu acquired PlayFirst and added its Dash-related properties to the portfolio.
- 2012
Deer Hunter franchise is acquired
[1]Glu acquired the entire Deer Hunter franchise.
- 2011
Griptonite Games and Blammo Games join Glu
[1]The acquisitions added approximately 200 staff and significantly expanded Glu's development capacity.
- 2008
Superscape is acquired
[1]The company acquired San Clemente-based mobile developer Superscape.
- 2007
MIG is acquired
[1]Glu acquired Beijing Zhangzhong MIG Information Technology, a Chinese mobile-game producer.
- 2006
iFone is acquired
[1]Glu acquired the United Kingdom-based mobile-game developer iFone.
- 2005
The Glu Mobile name is adopted
[1]The merged Sorrent and Macrospace business adopted the Glu Mobile corporate name.
- 2004
Sorrent acquires Macrospace
[1]Sorrent acquired the London-based mobile-game company Macrospace.
Showing the 10 most recent.
Products and positioning
A global mobile-game developer and publisher focused increasingly on freemium, original-IP-driven games and live mobile engagement, supported by acquisitions of studios, franchises, and publishing capabilities.
Mobile game franchise
Deer Hunter
A hunting-game franchise acquired outright by Glu in 2012. Deer Hunter became one of the company's notable recurring properties and fit its strategy of building original or controlled intellectual property for freemium mobile distribution.
Time-management mobile games
Dash series
A group of PlayFirst properties brought into Glu through the 2014 acquisition of PlayFirst. The transaction expanded Glu's portfolio with established casual-game brands and supported its stated aim of developing new Dash products for audiences worldwide.
Fashion and social mobile game
Covet Fashion
A mobile game obtained through Glu's 2016 acquisition of Crowdstar. Its inclusion reflected Glu's interest in socially oriented, highly recurring mobile experiences alongside action and licensed properties.
Trivia mobile game
QuizUp
A competitive trivia game acquired by Glu in 2016. The service was removed from app stores in January 2021 and announced as discontinued for March 22 of that year, with purchases disabled.
Licensed mobile adaptation · 2007
Asteroids
A mobile-phone adaptation announced by Glu in 2007. It illustrates the company's early publishing model, which combined mobile development with recognizable game properties.
Online multiplayer service
GameSpy Technologies
A multiplayer-services business acquired from IGN Entertainment in 2012. Glu later closed the remaining GameSpy multiplayer services in 2014, affecting online functionality for a range of older games.
Controversies
2012
GameSpy server shutdown controversy
After acquiring GameSpy Technologies, Glu increased integration costs and shut down servers supporting older games in December 2012. Developers and consumers criticized the action because it was carried out without clear advance warning. Glu later announced the closure of the remaining GameSpy multiplayer services in 2014.
Brand decisions
2021
Sale to Electronic ArtsM&ABackground
Glu had assembled a sizable portfolio of mobile games and studios, while EA was expanding its mobile-games operations.
Action taken
Electronic Arts announced and completed its acquisition of Glu Mobile.
Aftermath
The transaction closed in April 2021, and Glu was consolidated under EA Mobile. Glu ceased operating as an independent company.
Estimated acquisition value. Approximately US$2.4 billion (Announced February 2021; completed April 2021)
2015
Tencent strategic investmentM&ABackground
Glu was seeking capital and strategic relationships in the expanding global mobile-games market.
Action taken
Tencent purchased a minority stake in Glu Mobile.
Aftermath
Tencent was reported to hold approximately 20.8% of Glu in 2017.
Tencent investment. 15% stake (April 2015)
2012
Acquisition of GameSpy TechnologiesM&ABackground
Glu sought to expand beyond game publishing into multiplayer infrastructure and services.
Action taken
Glu purchased GameSpy Technologies from IGN Entertainment.
Aftermath
Server shutdowns and the eventual termination of remaining multiplayer services generated criticism from affected developers and players.
2010
Shift toward freemium and original intellectual propertyStrategyBackground
The mobile market was moving toward app-store distribution and recurring engagement rather than one-time handset-game sales.
Action taken
Under Niccolo de Masi, Glu transitioned toward a freemium model with greater emphasis on original intellectual property.
Aftermath
The strategy shaped Glu's later portfolio of recurring mobile properties and its acquisition-led expansion.
Recent events
- 2021
QuizUp is removed from app stores and discontinued[1]
Other
QuizUp was removed from app stores in January 2021 and announced as discontinued effective March 22, 2021; in-app purchases were disabled.
- 2021
Electronic Arts announces agreement to acquire Glu Mobile[1]
M&A
Electronic Arts announced a planned acquisition of Glu, with the transaction expected to close in the second quarter.
- 2021
Electronic Arts completes acquisition of Glu Mobile[1]
M&A · Leadership change
EA completed the acquisition and subsequently consolidated Glu under EA Mobile.
- 2021
EA announces staff reductions after mobile-game shutdowns[1]
Other
Following the shutdown of EA Sports MLB Tap Sports and F1 Mobile Racing, EA said that a small number of Glu staff would be laid off.
- 2016
Glu Mobile acquires Crowdstar[1]
M&A
The transaction added Crowdstar's mobile games, including Covet Fashion, to Glu's portfolio.
- 2016
Glu Mobile acquires QuizUp[1]
M&A
Glu acquired the trivia game QuizUp and its associated business.
- 2015
Tencent takes a strategic stake in Glu Mobile[1]
M&A
Tencent invested in Glu and later held approximately 20.8% of the company according to the referenced historical account.
- 2014
Glu Mobile announces the end of GameSpy multiplayer services[1]
Other
Glu announced that the remaining GameSpy multiplayer services would close on May 31, 2014, affecting older games and some Nintendo DS and Wii online services.
- 2014
Glu Mobile acquires PlayFirst[1]
M&A
The acquisition brought PlayFirst and its Dash-related properties into the Glu portfolio.
- 2012
Glu Mobile acquires the Deer Hunter franchise[1]
M&A
Glu bought the full Deer Hunter franchise, strengthening its portfolio of recurring mobile game properties.
Showing the 10 most recent.
Sources2 sources
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