REFILE-UPDATE 2-Electronic Arts buys social game maker Playfish

(Fixes typo in company name in headline)

* EA pays $275 mln in cash, plus other considerations

* Playfish hits like "Pet Society" are on Facebook, iPhone

* EA shares up 2 percent (Adds company comment, background, byline)

By Franklin Paul

NEW YORK, Nov 9 (Reuters) - Electronic Arts Inc (ERTS.O) has acquired privately held Playfish for $275 million in cash plus other consideration as the maker of the "Madden NFL" series expands in the growing social gaming sector.

EA paid about $275 million in cash for 2-year-old Playfish, which makes games for people to play on computers with friends, unlike traditional videogames that need dedicated consoles.

Playfish's hits include the game show-styled "Who Has the Biggest Brain?" and virtual pet game "Pet Society," which boasts some 21 million users a month. The games are free, but players can purchase or give away virtual goods -- such as flowers, clothes, furnishings and weapons.

The deal includes another $25 million in equity retention arrangements, and the sellers could reap another $100 million, contingent upon the achievement of certain performance milestones through 2011, London-based Playfish said.