UPDATE 1-DEALTALK-Little games could see big deals after EA deal

* EA-Playfish may trigger other social games deals

* Playdom seen as M&A target, Zynga more likely as IPO

* Playdom gets $43 million in new funding

* Social gaming growing, but consumers can be fickle (For more Reuters DEALTALKs, click [DEALTALK/]; adds new funding for Playdom)

By David Lawsky

SAN FRANCISCO, Nov 11 (Reuters) - Electronic Arts Inc's (ERTS.O) purchase of Playfish shines a spotlight on an increasingly lucrative segment of the computer games market, one likely to see more deals.

Playfish, along with Zynga and Playdom, are three start-up companies that have been generating buzz because they make free social games and earn money by selling virtual goods to players. The popularity of these games has taken off because of online networks like Facebook and MySpace.

EA, a traditional publisher of videogames like "Madden NFL," will shell out $275 million in cash for Playfish, along with other consideration that may boost the company's valuation to $400 million over time. [ID:nN09282931]

EA said on Monday that the deal valued Playfish at three to four times forecast fiscal 2011 revenue -- a multiple that will probably set a benchmark for Zynga, Playdom and other social game makers, should they come to market.