Profile: Electronic Arts Inc (EA.O)

Electronic Arts Inc., incorporated in 1982, develops, markets, publishes and distributes game software content and services that can be played by consumers on a variety of video game machines and electronic devices (platforms). Its offers products, such as video game consoles, such as the Sony PLAYSTATION 3, Microsoft Xbox 360 and Nintendo Wii; personal computers, including the Apple Macintosh (the Company refers to personal computers and the Macintosh together as PCs); mobile devices, such as the Apple iPhone and Google Android compatible phones; tablets and electronic readers, such as the Apple iPad and the Amazon Kindle, and Internet, including social networking sites, such as Facebook. In August 2011, it acquired PopCap Games Inc. (PopCap), a developer of casual games for mobile devices, tablets, PCs, and social networking sites.

The Company has created, licensed and acquired a portfolio of brands, which span a diverse range of categories, including action-adventure, casual, family, fantasy, first-person shooter, horror, science fiction, role-playing, racing, simulation, social, sports, and strategy. The Company’s portfolio of brands includes wholly owned brands, such as Battlefield, Mass Effect, Need for Speed, The Sims, Bejeweled, and Plants v. Zombies. Its portfolio also includes sports-based brands, such as Madden NFL and FIFA, and titles-based on other brands, such as Star Wars: The Old Republic. It provides a variety of online-delivered products and services, including through its Origin platform. Its packaged goods products are also available through direct online download through the Internet. The Company also offers online-delivered content and services that are add-ons or related to its packaged goods products, such as additional game content or enhancements of multiplayer services. It provides other games, content and services that are available only via electronic delivery, such as Internet-only games and game services, and games for mobile devices.

The Company operates development studios (which develop products and perform other related functions) 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. Internationally, the Company conducts business through its international headquarters in Switzerland and has wholly owned subsidiaries worldwide, including offices in Europe, Australia, Asia and Latin America. The Company’s studios and development teams are organized around its Label structure. Each Label operates globally with dedicated game development and marketing teams. These Labels are supported by the Company’s Global Publishing Organization that is responsible for the distribution, sales, and marketing of its products, including planning, operations, and manufacturing functions.

EA Games

EA Games is home to a number of the Company’s studios and development teams, which together create a portfolio of games and related content and services marketed under the EA brand in categories, such as action-adventure, role playing, racing and first-person shooter games. The EA Games portfolio includes a number of franchises, such as Battlefield, Dead Space, Medal of Honor and Need for Speed. EA Games titles are developed primarily at the following EA studios, Criterion, DICE, EA Los Angeles, Visceral, and EA Montreal. EA Games also contracts with external game developers, to provide these developers with a variety of services, including development assistance, publishing, and distribution of their games.

EA SPORTS

EA SPORTS develops a collection of sports-based video games and related content and services marketed under the EA SPORTS brand. EA SPORTS games range from simulated sports titles with realistic graphics based on real-world sports leagues, players, events and venues to more casual games with arcade-style gameplay and graphics. The Company’s EA SPORTS franchises include FIFA, Fight Night, Madden NFL, NCAA Football, NHL Hockey, and Tiger Woods PGA Tour. EA SPORTS games are developed primarily at the Company’s EA Canada studio in Burnaby, British Columbia, and its EA Tiburon studio located in Orlando, Florida.

BioWare

BioWare develops role-playing games, focused on stories, characters and worlds to discover. BioWare’s portfolio includes the MMO role-playing game Star Wars: The Old Republic and the Mass Effect and Dragon Age franchises. BioWare operates in Texas, California, Canada and Ireland.

Maxis

Maxis (formerly EA Play) are focused on creating games and related content and services for a mass audience. Maxis products include wholly owned franchises, such as The Sims, SimCity, MySims, and Spore. During the fiscal year ended March 31, 2012 (fiscal 2012), the Company released titles in The Sims 3 franchise, and together with Playfish, The Sims Social game on Facebook. Maxis oversees internal studios and development teams located in California, Utah, Beijing, China and Guildford, England, and works with third-party developers.

PopCap

PopCap develops easy-to-learn games. PopCap games, including Bejeweled, Plants vs. Zombies, Zuma, Peggle, and Bookworm are gameplays. PopCap games are developed primarily in Seattle, Washington.

Social/Mobile Studios

The Company’s Social/Mobile studios is focused on developing interactive games for play on mobile devices and Internet platforms, including social networking sites, such as Facebook. Through EA Mobile, the Company is a global publisher of games for mobile devices. Its customers purchase and download the Company’s games through a mobile carrier’s e-commerce service and mobile application storefronts accessed directly from their mobile devices. EA Mobile develops games for mobile devices at studios located in the United States, Canada, Romania, Australia, India and Korea. Through Playfish, it offers free-to-play social games, including The Sims Social, Pet Society, EA Sports FIFA Superstars and Madden NFL Superstars that can be played on platforms, such as Facebook, Google, iPhone and Android. Playfish generates revenue through sales of digital content and Internet-based advertising.

The Company, through its Pogo online service, offers games, such as card, puzzle and word games on www.pogo.com, as well as on Facebook and other platforms. In addition to paid subscriptions, Pogo also generates revenue through Internet-based advertising and sales of digital content. In addition, it has a licensing agreement with Hasbro, which provides the Company with the rights to create digital games for all platforms based on most of Hasbro’s toy and game intellectual properties, including MONOPOLY, SCRABBLE (for United States and Canada), YAHTZEE (excluding the Nordic countries), NERF, and LITTLEST PET SHOP. Hasbro games are developed by its EA Mobile, Pogo and Social studios.

The Company competes with Activision Blizzard, Take-Two Interactive, THQ, Ubisoft, Disney, Capcom Mobile, DeNA, Gameloft, Glu Mobile, Gree, Rovio, Zynga, Big Fish, Nexon, Tencent and Facebook.