Newer products and games like Fortnite and Roblox are seen as digital worlds as much as games, something that FIFA has been keen to tap into by licensing its name in other products.ĮA Sports told FIFA it would not be prepared to share a name that it made globally famous within the context of the video game market. Part of the negotiations between FIFA and EA Sports foundered on the evolution of how the digital world is changing. Every year they change the number on the box, put a new player on the front and it’s pretty much the same under the hood.” “And the reason for that is there are so many releases. 1, it’s certainly in the top three game franchises of all time,” said Sutcliffe, the gaming analyst. The FIFA game’s commercial success has largely been built on EA’s ability to leverage soccer’s seasonality often the company has made little more than cosmetic changes to its offering - a well-known player in his new team’s jersey, for example, or a club promoted from a lower division - while presenting it as a brand-new product on annual basis.
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Now free of that restriction, Wilson made clear that EA Sports will look to partner with more companies and brands, creating the potential for direct-to-consumer sales of team jerseys and other products. Under its current agreement with FIFA, EA Sports has been limited in commercial activities because of FIFA’s sensitivity to its slate of commercial partners. Perhaps pointing to potential commercial opportunities, the statement also included a comment from Nike. His association with the FIFA game as an engineer dates back two decades. That proved to be a step too far for EA Sports, which now must persuade legions of devoted fans to get used to another name.Īndrew Wilson, the EA Sports chief executive. In addition to a doubling of its licensing fee, FIFA also demanded the ability to attach its brand to other digital products, including other video games, according to people familiar with the talks. “It was really about how can we do more for the players, more for the fans, how can we offer them more modalities to play, how can we bring more partners into the game, how can we expand beyond the bounds of the traditional game,” Wilson, whose personal association as an engineer of the game dates back two decades, said in a telephone interview. When even direct talks between Infantino and Andrew Wilson, the Electronic Arts chief executive, failed to yield a breakthrough, the sides agreed to an amicable separation, Wilson said. Infantino, since taking office that year, has tried - and often failed - to unlock new revenue streams. The most recent EA Sports-FIFA deal was signed 10 years ago, but the intervening years had been marked not only by great technological change but arguably even greater upheaval at FIFA, which almost collapsed after a major corruption scandal in 2015.
“The FIFA name” - which he suggested the organization would reclaim for its own game - “is the only global, original title.” “I can assure you that the only authentic, real game that has the FIFA name will be the best one available for gamers and football fans,” said Gianni Infantino, the FIFA president. For that, consumers will be asked to wait until 2024, when FIFA says it will launch a rival soccer simulation game. Those games, though, will not offer the same sort of match simulations devotees of the EA Sports version have come to know.
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