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Summary:

Kindle owners, you may be able to get some gaming time in between reading the WSJ and Proust very soon, as Amazon.com has acquired Reflexive…

Kindle owners, you may be able to get some gaming time in between reading the WSJ and Proust very soon, as Amazon.com has acquired Reflexive Entertainment, a privately held casual games developer and portal founded in 1997. The Lake County, Calif.-based developer announced the deal on its blog, though terms were not disclosed. Reflexive distributes PC, Mac and mobile games like Big Kahuna Reef and the Ricochet series through its own arcade, as well as on platforms like Xbox LIVE Arcade.

It’s the latest in a slew of acquisitions by the online retail giant, including Canadian used books dealer AbeBooks in August, the seemingly random purchase of Fabric.com in June, and an unspecified stake in user-generated shopping channel “The Talk Market,” also in June. Talk about money to burn. It’s also keeping in line with Amazon’s push to offer more digital content: it kicked off a VOD service in July, and launched Kindle and its DRM-free Amazon MP3 store last year. Amazon’s earnings come tomorrow, after market close.

  1. Reflexive has 1000+ third party casual games in its catalog and the technology to support digital distribution. Assumptions that this acquisition is about Amazon getting content for the Kindle are dead wrong.

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  2. Reflexive's catalog is definitely extensive, and its got a solid distribution channel of its own — probably why Amazon thought it was a good buy — but the possibility of porting some of those titles to the Kindle is a no brainer.

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  3. I stand corrected. A quick chat with a Kindle power user said that the reader isn't very game-friendly — even for word games like Hangman.

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  4. This deal is not about Kindle. It's about growing a category that has high growth potential and health margin, acquiring a customer base, and exploit the synergy between casual games and other digital offerings that amazon is aggressively pushing.

    For more detailed analysis, please see my blog post http://www.geekmba360.com/?p=293.

    cheers,
    regularguy

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  5. This deal is not about Kindle. It's about growing a category that has high growth potential and health margin, acquiring a customer base, and exploit the synergy between casual games and other digital offerings that amazon is aggressively pushing.

    For more detailed analysis, please see my blog post http://www.geekmba360.com/?p=293

    cheers,
    regularguy

    Share
  6. Sounds like a good deal if it cant even play hangman. :)

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  7. Amazon is aspiring to one of the biggest companies on the planet now. They seem to buy everything they can get their hands on, right and left..

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