EA social and mobile vice president Bernard Kim explains to Gamasutra why America’s most treasured dysfunctional family just might give the company the Smurfs’ Village its portfolio lacks.

When a franchise has aired 500 different episodes on television (and that’s not counting the three years it ran as a series of shorts) and 24 separate video games, figuring out the next move can be tricky.

A big console game is a risk for a licensed property these days. A $2 or $5 iOS game might make an initial splash, but its sustainability is questionable given the constant flood of new titles. But freemium? That’s something The Simpsons hasn’t tried before.

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