EA’s Playfish Social Game To Feature P&G Paper Towel Brand

Electronic Arts Inc. announced it is working with Procter and Gamble to feature Bounty paper towel products in EA’s Playfish Restaurant City, a social game in which players create and manage virtual restaurants and use their Facebook friends as waiters and chefs. Under the new collaboration, players will be able to use Bounty products to enhance their Restaurant City gameplay experience and interactions with friends, the company said. The Bounty products will be used in “in fun and relevant ways,” including “product centric in-game challenges.” Acquired by EA in 2009, Playfish is the world’s No. 2 publisher of social games on Facebook with titles like Pet Society, FIFA Superstars and Madden NFL Superstars.