Plants vs. Zombies is a craze in China — but EA’s not seeing a lot of that money

When it comes to children’s entertainment in China, Electronic Arts has one of the most popular brands.

Plants vs. Zombies is the second most-named play brand in China where it trails only PlayStation. In a presentation at the Casual Connect conference in Singapore last week, SVP Research analyst Michael Cai explained that Sony’s console is an aspirational brand in China, but it’s never had a huge presence in the country due to more than a decade of regulations. But Plants vs. Zombies, publisher EA’s cartoony strategy mobile, console, and PC game where players plant flora to fend off waves of the undead, is huge because it has a lot of players. At the same time, it hasn’t helped the company earn a significant amount of revenue from one of the largest markets in the $99.6 billion gaming industry.