- Founded
- 2001-01-01 in San Mateo, California, USA
- Headquarters
- San Francisco, California, USA
- info@glu.com
- Phone
- (415) 500-6100
Glu Mobile LLC was an American mobile game developer and publisher famous for freemium lifestyle titles including Covet Fashion, Design Home, and the celebrity-driven Kim Kardashian: Hollywood. It was founded in 2001 as Sorrent by Scott Orr and Paul Zuzelo in San Mateo, California, and after acquiring London-based Macrospace in 2004, the combined company rebranded as Glu Mobile in 2005. Glu went public on NASDAQ under the ticker GLUU and expanded through a series of acquisitions including Griptonite Games, Crowdstar, and QuizUp. The company transitioned to a live-ops, virtual goods monetization model under CEO Niccolò de Masi and later Nick Earl. In April 2021, Electronic Arts completed a $2.1 billion acquisition of Glu, folding its roughly 800 employees and $411.4 million in annual revenue into EA Mobile. The Glu brand was retired, and its official website now redirects to EA's corporate site.
Detailed Review
History and Founding
Glu Mobile originated as Sorrent, founded in 2001 by Scott Orr and Paul Zuzelo in San Mateo, California. In December 2004, Sorrent acquired the London-based mobile game developer Macrospace, and the combined entity rebranded as Glu Mobile in June 2005. The company quickly became a major player in the mobile gaming space, going public on NASDAQ and making strategic acquisitions to broaden its portfolio and talent base.
Business Model
Glu was a pioneer in the freemium mobile gaming model, relying on live operations, virtual goods purchases, and deep social integration to drive revenue. The company generated income through in-app purchases and advertising, with a focus on creating engaging, repeatable gameplay loops that encouraged daily engagement and spending. This model proved highly successful, particularly with lifestyle and simulation titles that attracted a dedicated, often female, audience.
Key Products
Glu's portfolio spanned multiple genres. Kim Kardashian: Hollywood became a cultural phenomenon, generating over $100 million in its first two years. Covet Fashion and Design Home appealed to fashion and home-design enthusiasts. The company also held licenses for sports titles such as MLB Tap Sports Baseball and hunting games like Deer Hunter. Additionally, Glu acquired the trivia game QuizUp and the DinerTown cooking series. These titles leveraged both original IP and licensed brands to maintain a broad user base.
Acquisition and Legacy
In 2015, Tencent invested $126 million in Glu for a ~15% stake. However, the company faced challenges, including the shutdown of its GameSpy Technologies division in 2014, which drew criticism. In April 2021, Electronic Arts acquired Glu Mobile for approximately $2.1 billion. Following the acquisition, CEO Nick Earl and COO Eric Ludwig departed, and Glu's games were integrated into EA Mobile. Several titles, including MLB Tap Sports Baseball and QuizUp, have since been sunset. The Glu brand no longer exists as an independent entity, but its influence on the freemium mobile gaming landscape endures.
Key Products
Covet Fashion
A fashion styling game where players create outfits and compete in challenges. Acquired via Crowdstar in 2016.
MLB Tap Sports Baseball
A tap-based baseball game featuring official MLB license. Launched 2014; shut down by EA in 2023.
QuizUp
A real-time trivia game with social competition. Acquired 2016; discontinued March 2021.
DASH (DinerTown) series
Time-management cooking games. Acquired via PlayFirst in 2014.
Deer Hunter Classic
A mobile hunting game with single-player and hunting events.
Kim Kardashian: Hollywood
A celebrity-driven role-playing game where players navigate fame and fashion. Launched 2014.
Design Home
A home-decoration simulation game where users design rooms and earn rewards. Launched 2016.
Deer Hunter
A hunting simulation series with realistic environments and weapons. Franchise acquired in 2012.
Offices & Headcount
800 employees (approx.)
Key Persons
- Nick Earl
Chief Executive Officer & President
- Eric Ludwig
Chief Financial Officer & Chief Operating Officer
- Scott Orr
Founder