"It became pretty clear to us that game-playing on social networks is real, here to stay. There are obviously a multitude of people that are already playing. There are about a half a billion people who are members of Facebook already, about 40 percent of those people participate in game playing.
"I mentioned in my remarks that the customer base is pretty diverse, from 18 to post-50. It's dual gender, meaning it's not - it doesn't skew just in the men's direction, which we know a lot of other games do.
"It seemed tailor-made for not only Disney-branded games, but Marvel and ESPN, and we really like the opportunity. The other thing that was really interesting to us is that we now have over 50 million people who are members of various Disney, ESPN and ABC groups on Facebook. So we begin with a very, very solid base of people to market to and when you add to that the over 40 million people who are playing Playdom games already, that seemed pretty compelling to us."
-Disney CEO Bob Iger explains the reasoning behind the company's recent purchase of social gaming company Playdom in a an investor's conference call