Electronic Arts 2010 Annual Report Download - page 85

Annual Report
only), TRIVIAL PURSUIT™, NERF™, and RISK™ (excluding Italy). A number of products under this
agreement have been released in fiscal years 2009 and 2010 and we plan to release additional products based on
Hasbro toy and game brands in fiscal year 2011. Our EA Play Label oversees internal studios and development
teams located in California, United States, Utah, United States, Montreal, Canada and Guildford, England, and
works with third party developers.
EA Interactive
EA Interactive reports into our Global Publishing Organization and is focused wholly on interactive games for
play on the Internet and mobile devices. EA Interactive is comprised of EA Mobile, Pogo and Playfish.
•EA Mobile. Through EA Mobile, we are a leading global publisher of games for mobile devices. Our
customers purchase and download our games through a mobile carrier’s branded e-commerce service and
mobile application storefronts accessed directly from their mobile devices. EA Mobile develops games
for mobile devices internally at studios located in Canada, Romania, Australia, India, and Korea. We also
contract with third parties located in the United States, United Kingdom, Singapore, and China to develop
games that will be produced by EA Mobile. Our focus is on producing high-quality, branded titles —
ranging from core to casual — with variations of the same game for compatibility across the multitude of
geographies, carriers, and mobile devices, including the Apple iPhone and iPad.
•Pogo. Through our Pogo online service, we offer casual games such as card, puzzle and word games. We
had approximately 1.6 million paying Club Pogo subscribers as of March 31, 2010. In addition to paid
subscriptions, Pogo also generates revenue through Internet-based advertising and sales of digital content.
•Playfish. Through Playfish we offer free-to-play social games including Restaurant City,Pet Society,
Country Story, and Gangster City, that can be played on social networking platforms such as Facebook,
MySpace, Google, Bebo, iPhone, and Android. As of March 31, 2010, we had approximately 46 million
monthly active players across Playfish’s 11 titles. Playfish generates revenue through sales of digital
content and Internet-based advertising.
Global Publishing Organization
Global Publishing is responsible for the distribution, sales and marketing of our products (including strategic
planning, operations, and manufacturing functions), and for centralized development and global online services
in support of our Labels (such as product certification, quality assurance, motion capture, art outsourcing and
localization within the local markets in which we operate).
Distribution, Sales and Marketing. Our global sales network allows us to market, publish and distribute games
for all Labels throughout the world. Our North America publishing organization is headquartered in Redwood
City, California. We have local offices in several states including Arkansas, Minnesota and Texas, among others.
We also have a distribution center in Kentucky. Our international publishing operations are headquartered in
Geneva, Switzerland, with offices throughout Europe, Australia, Asia and Latin America. We also use third party
providers in Europe including Germany, Switzerland, and the United Kingdom, for our warehousing needs.
Marketing activities primarily focus on television and online advertising, print advertising, retail merchandising,
website development, event sponsorship, and trade shows.
Central Development and Global Online Services. Our Central Development Services group provides
development services to our Labels, such as product localization, quality assurance and certification, motion
capture, art outsourcing and media mastering. By grouping these services together within a single, centralized
organization, we expect to continue to achieve efficiencies, while improving the overall quality of our games by
providing more sophisticated and robust services than any of our Labels could sustain on its own. Key
components of Central Development Services’ strategy are outsourcing to third parties and moving work
offshore to lower-cost markets. Our Global Online Services group builds online development that enables our
Labels to sell games and services directly to our customers.
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