Possible logic behind the deal: Electronic Arts has some successful franchises that cater to casual users (including The Sims), but many of its successful properties appeal to the hardcore crowd. This is problematic on mobile, where iOS’s top grossing apps are dominated by Angry Birds, Zynga, Pocket Gems, and other casual games. PopCap could help with that — their arsenal of games includes Bejeweled and Plants vs Zombies, each of which is a powerhouse in mobile and casual gaming.
It's rumored that EA is looking to spend over $1 billion on this deal. If the casual gaming market continues to grow, I would be shocked if this didn't pay off in the long run.
Is there any area of gaming that EA *doesn't* have it's fingers in?