Electronic Arts 2010 Annual Report Download - page 84

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price of the facilities and $14 million was for the loss on our lease obligation. Subsequent to our purchase, we
classified the facilities on our Consolidated Balance Sheet as property and equipment, net and depreciate the
facilities acquired, excluding the land, on a straight-line basis over the estimated useful lives.
Our Operating Structure
We are organized into three Labels (EA Games, EA SPORTS and EA Play), our EA Interactive organization (EA
Mobile, Pogo and Playfish) and our Global Publishing Organization. Each Label and EA Interactive operates
globally with dedicated game development and marketing teams. Global Publishing operates in three regions —
North America, Europe and Asia — and is responsible for a number of business functions such as: strategic
planning, field marketing, sales, distribution, operations, product certification, quality assurance, motion capture,
art outsourcing and localization within the local markets in which we operate.
EA Games Label
The EA Games Label is home to the largest number of our studios and development teams, which together create
an expansive and diverse portfolio of games marketed under the EA brand in categories such as action-adventure,
role playing, racing and first-person shooter games. The EA Games portfolio is comprised primarily of wholly-
owned properties and includes several established franchises such as Need for Speed, Battlefield, Mass Effect
and Dead Space. In addition, EA Games has recently launched new franchises including Dante’s Inferno and
Dragon Age, and has additional titles in development. In addition to traditional packaged goods games, EA
Games also develops massively-multiplayer online role-playing games which are persistent state virtual worlds
where thousands of other players can interact with one another (“MMOs”). Examples of MMOs include
Warhammer®Online: Age of Reckoning®and Star Wars™: The Old Republic™,which is in development at our
BioWare Austin Studio, in collaboration with LucasArts. EA Games titles are developed primarily at the
following EA studios: BioWare (Edmonton, Canada, Austin, Texas, and Montreal, Canada), Criterion
(Guildford, England), DICE (Stockholm, Sweden), EA Los Angeles, EA Montreal, Visceral (Redwood City,
California), EA Mythic (Fairfax, Virginia), and EA Canada (Burnaby, Canada).
EA Games also includes the EA Partners group, which contracts with external game developers and third party
companies, to provide these partners with a variety of services including development assistance, publishing, and
distribution of their games.
EA SPORTS Label
The EA SPORTS Label brings together a collection of sports-based video games 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.
We seek to release new iterations of many of our EA SPORTS titles annually in connection with the
commencement of a sports league’s season or a major sporting event when appropriate. Our EA SPORTS
franchises include FIFA Soccer, Madden NFL Football, Fight Night, NBA Live, NCAA Football, Tiger Woods
PGA Tour, and NHL Hockey. EA SPORTS games are developed primarily at our EA Canada and our EA
Tiburon studio located in Orlando, Florida.
EA Play Label
The EA Play Label is focused on creating compelling games for a mass audience of core and non-core gamers
alike. EA Play games are intended to be easily accessible for people of all ages, and to inspire fun and creativity.
Many EA Play games only require a minimal time commitment to learn, play and enjoy. EA Play Label products
include (1) wholly-owned franchises such as The Sims, MySims, and Spore and (2) games published under
licenses such as Harry Potter under license from Warner Bros., and video games based on Hasbro board games
and toys. We have a long-term strategic agreement with Hasbro, which provides us with the exclusive worldwide
rights to create digital games for all major platforms based on most of Hasbro’s toy and game intellectual
properties, including LITTLEST PET SHOP™, MONOPOLY™, SCRABBLE™ (United States and Canada
6