The PopCap Plan

A Platform For All Occasions

Of course, it would be impossible to work in the mobile arena without the omnipresence of Apple being felt, with the iPhone and iTouch devices noted as key development platforms for the company. There's a history in PopCap of platform agnostic support, however, with Android specifically recognised as a 'key strategic platform.'

The groundswell support for Google's mobile OS is noted as beginning to eat into Apple's dominant market share, with PopCap planning to expand their catalogue in this area in the future.

But it's not just Apple, Android or even Windows 7 Mobile where PopCap are putting all their eggs. It's the emergent technologies; the devices PopCap have their eye on in an effort to stay ahead of the curve. There's iPad development currently underway in Dublin (Paul describing Apple as a fantastic partner), with other tablets and imminent platforms actively being investigated.

There is no device or system they won't consider, a company attitude that permeates through the workforce. PopCap's developers are trained to be multi-latform inclined; a flexibility and diversity that allows them to quickly respond to changes in the market.

Breslin admits, however, that it's a simple case of bandwidth that prevents them from doing everything they would like. This goes someway to explain why, currently, there are no lite versions of PopCap's games on the App Store. Not that PopCap have anything inherently against the practice, just that with a business objective to get their games on as many platforms as possible, it's just not something they can currently fit into their busy schedules.

"It's a huge challenge to actually do all the things we'd like to do," he says. "There're so many platforms we'd like to be on, so many opportunities to move forward but we obviously can't do them all. . . at least not at the same time."

Preaching to the Unconverted

Orr still describes the practice of marketing their games as challenging, however, and that though word of mouth is integral to PopCap's success, the company is constantly coming up with new ways to reach their potential audience - that's when their customers aren't actively seeking them out, it seems.

Recently, the PopCap site experienced a huge traffic spike when the Bejeweled Facebook page went offline. It's evidence of the social network's influence on the casual landscape. Launching 15 months ago with little marketing, PopCap quickly saw rapid growth in the area.

But could PopCap be spreading itself too thin? Online, consoles, smartphones, support for new technology. It's a lot to focus on. Though the company's aspirations for growth are high, Breslin assures that they will always focus on their core mantra: creating engaging, fun games for their audience.

What's changing, it seems, is how that audience will consume PopCap's products going forward, be it on a mobile device or the seemingly unstoppable juggernaut that is Facebook.

Interestingly, some of that growth will be steered from Dublin. In an Irish economy only now witnessing glimmers of recovery - the Celtic Tiger effectively declawed and the lion's share of Ireland's technology companies still on unsure ground - PopCap are bucking the trend.

Breslin states they are investing in the future, the company having recently received a grant from Ireland's IDA (Industrial Development Agency), such funds already earmarked for investment in PopCap's social gaming manifesto. These plans will see the company expand onto Facebook going forward.

But if PopCap is receiving support from Irish institutions, it's also not shy in giving something back. Eager to help shape Ireland's nascent gaming industry, PopCap is active with universities that help produce the country's future game-makers. Advising on what skill-sets it would like students of colleges such as Trinity College Dublin and Dublin City University to have upon entering the workforce, the company also offers internships to the precocious few.