Electronic Arts 2007 Annual Report Download - page 6

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with studio and publishing teams working side by side. The four will be supported by centralized groups for
Global Publishing, Central Development Services, Finance, HR and other functions.
Here is how the four labels will be organized:
THE SIMS — This team has created the template on which the new structure is modeled. It is a cohesive
group with a global approach to growing the world’s most popular PC franchise.
EA GAMES — This label includes an incredible portfolio of blockbusters such as Need for Speed,
Battlefield, Medal of Honor and many more. EA Games will also be home to EA Partners.
EA SPORTS — Bar none, EA SPORTS is the strongest brand in the game business and the flagship of
EA’s global leadership — but it can be so much more. We plan to expand the sports experience with new
content, new services and online integration.
EA CASUAL ENTERTAINMENT — This label will foster games made for non-traditional EA
consumers — young people, older people and women and girls. It will include the casual offerings on our
Pogo.com site, our mobile division and several of our more casual and family-oriented franchises. This
label will make games for all platforms including the next generation consoles.
This re-organization is not a one-time event. It is an ongoing process that calls for our employees to constantly
evaluate new technology and consumer trends, adapt new strategies and bring new ideas to the market.
Marking a Management Transition
Commitment, accountability, leadership — these are all qualities that we attribute to our Chairman and former
CEO, Larry Probst.
Throughout his 23 years at EA and his 16 years as CEO, he set a standard of professionalism that has become
as much a part of EA as any of our game franchises. His career includes many important milestones for the
entire industry. During his tenure, EA’s revenue grew from roughly $100 million to more than $3 billion and
our market capitalization increased from $180 million to over $15 billion.
When he announced he was stepping back as EA’s CEO, a journalist asked Larry what he thought was his
greatest achievement at EA. Larry responded that helping to develop young managers into dynamic leaders
was the most rewarding element of his job. Today, those managers form the nucleus of the next generation
team that will drive EA to new levels of growth and profitability.
We thank him for the many contributions he has made to EA’s success.
Looking Forward
EA has reached an inflection point.
We will continue making games for the roughly 150 million players who own consoles and high-end PCs. For
these consumers, we will increase our commitment to making the highest quality and deepest interactive
entertainment experiences.
However, we will also reach out to the two billion people who own a game-ready device like a household PC
or a mobile phone.