Electronic Arts Inc. develops, markets, publishes, and distributes game software content and services that could be played by consumers on various video game machines and electronic devices (platforms). The company’s platforms include video game consoles (such as the Microsoft Xbox 360 and One and the Sony PlayStation 3 and 4), personal computers (PCs), and mobile phones and tablets. Its portfolio of brands spans a range of categories (including action-adventure, casual, family, fantasy, first-person shooter, horror, science fiction, role-playing, racing, simulation, sports, and strategy) and includes wholly-owned brands, such as Battlefield, Mass Effect, Need for Speed, Dragon Age, The Sims, Bejeweled, and Plants v. Zombies, as well as brands based on licensed intellectual property, such as FIFA, Madden NFL, and Star Wars. Operations The company operates development studios in North America, Europe, Asia, and Australia. It also engages third parties to assist with the development of its games at their own development and production studios. The company’s studios and development teams are organized around three divisions: EA Studios, Maxis, and EA Mobile. Each division operates worldwide with support from its Global Publishing and Marketing organization. EA Studios This division is home to the company’s studios and development teams, and responsible for developing games and related content and services across a range of game categories. The FIFA, Madden NFL, Need for Speed, Battlefield, Mass Effect, and Dragon Age franchises fall within this division. The primary studios within this division include DICE (Sweden), EA Canada (Canada), Tiburon (the United States), BioWare (Canada and the United States), and Visceral (the United States). The company might also contract with external game developers for development services or to establish publishing and distribution relationships, such as the one that the company has with Respawn Entertainment related to Titanfall. Maxis This division focuses on creating compelling games and related content and services that engage player creativity. This division's products include the wholly-owned franchises The Sims and SimCity. This division's games are primarily developed at studios in the United States. EA Mobile This division develops and publishes interactive games for play on mobile phones and tablets, as well as certain casual games for the PC. This division's brand portfolio includes wholly owned properties, such as Plants vs. Zombies, Real Racing, Bejeweled, and Dungeon Keeper, as well licensed intellectual properties, such as Tetris, The Simpsons, and various intellectual properties owned by Hasbro. This division also manages the company’s Pogo online service, through which the company offers casual games, such as card, puzzle, and word games on www.pogo.com, as well as on other platforms. Pogo generates revenue through paid subscriptions, Internet-based advertising, and the sale of digital content. This division has studios located in the United States, Canada, China, Australia, and India. Certain mobile games, such as those related to its EA SPORTS franchises, are developed primarily by this division. Global Publishing and Marketing The company’s Global Publishing and Marketing organization is responsible for the distribution, sale, and marketing of its products, including strategic planning, operations, and manufacturing functions. The organization also manages its global media advertising sales business and customer support teams. Mobile game publishing is overseen by its EA Mobile organization. Relationships Channel Partners Sony Computer Entertainment Inc. and its Affiliates (Sony): Under the terms of agreements that the company has entered into with Sony, it is authorized to develop and distribute disc-based and digitally-delivered software products and services compatible with PlayStation 3 and 4. Microsoft Corporation and its Affiliates (Microsoft): Under the terms of agreements that the company has entered into with Microsoft, it is authorized to develop and distribute disc-based and digitally-delivered software products and services compatible with Xbox 360 and Xbox One. Apple, Google, and Other App Stores: The company has agreements to distribute its mobile applications through distribution partners worldwide, including Apple and Google. Consumers download its applications for their mobile devices from third party-application storefronts. Retailers In the company’s primary markets, such as North America and Europe, it sells packaged goods products to retailers, including mass market retailers (such as Wal-Mart Stores, Inc.), electronics specialty stores (such as Best Buy), or game software specialty stores (such as GameStop Corp.). Strategy The company’s strategy include utilizing core intellectual properties; focusing on product portfolio; publishing on multiple platforms; and establishing and maintaining direct relationships with its consumers and supporting the evolution of a games-as-a-service business model. Seasonality The company’s business is highly seasonal with the highest levels of consumer demand and a percentage of its sales occurring in the holiday season quarter ending in December and a seasonal low in sales volume in the quarter ending in June. Competition The company competes with Sony and Microsoft, as well as Activision Blizzard, Take-Two Interactive, and Ubisoft. Its competitors include Tencent and Nexon. History Electronic Arts Inc. was founded in 1982. The company was incorporated in California in 1982. In 1991, the company was reincorporated under the laws of Delaware.
electronic arts inc (ERT:Frankfurt)
209 Redwood Shores Parkway
Redwood City, CA 94065
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