Electronic Arts (EA) and PopCap have initiated the soft launch of a new addition to the Plants Vs Zombies franchise, titled “Welcome to Zomburbia.” Currently available on iOS and Android in the UK, Netherlands, Australia, and the Philippines, the game is described as “near-launch,” with a global release anticipated later in the year.

This third installment in the tower defense series introduces a world-building meta into the gameplay alongside new story elements. Alex McGregor, EA’s PvZ3 game lead, sheds light on the return of the series and the strategic decision behind the soft launch.

McGregor emphasizes the enduring popularity of the Plants vs. Zombies franchise and highlights the belief that the timing is right for the launch of Plants vs. Zombies 3, aligning with the franchise’s direction, model, and positive test market data.

Regarding the game’s development, McGregor reveals that the iteration has been in progress since 2020, with a core team of approximately 30 individuals dedicated to revitalizing the franchise while respecting its history.

The soft launch strategy stems from insights gained from previous launches, community engagement, and a desire to recapture the simplicity and fun of the original game. McGregor anticipates a global launch sometime this year based on the success of limited market tests and incorporating player feedback.

An intriguing addition to Plants vs. Zombies 3 is the decoration meta, inspired by puzzle-and-decorate games. McGregor sees this as a natural fit for the franchise, allowing for a deeper narrative-driven adventure and greater player expression through the rebuilding of Neighborville.

As EA’s first major mobile launch in a while, Plants Vs Zombies 3 comes after recent closures of other mobile games and studios under the EA umbrella, demonstrating the company’s evolving mobile strategy.

Source: adapted from an article by Neil Long, Founder and Editor for mobilegamer.biz.