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Annual Report
Worldwide
For fiscal year 2010, Net Revenue before Revenue Deferral was $4,159 million, driven by FIFA 10,Madden
NFL 10, and The Sims 3. Net Revenue before Revenue Deferral for fiscal year 2010 increased $73 million, or 2
percent, as compared to fiscal year 2009. This increase was driven by a $535 million increase from sales of
Dragon Age and EA SPORTS Active franchises, which were released in 2010 with no comparable releases in
2009, as well as The Sims and the Battlefield franchises. This increase was partially offset by a $483 million
decrease from the Rock Band, Spore and Mercenaries franchises.
Revenue Deferral for fiscal year 2010 increased $1,281 million, or 119 percent, as compared to fiscal year 2009.
Starting in fiscal year 2010, we began to sell substantially all of our online-enabled products released after
April 1, 2009, with an obligation to provide future incremental unspecified digital content on a when and if
available basis. As we did not have VSOE for this obligation, we were required to recognize the revenue
associated with this bundled sale over the estimated period of game play. This increase was driven by a $758
million increase from The Sims, FIFA, Battlefield, and Dragon Age franchises.
The Recognition of Revenue Deferral for fiscal year 2010 increased $650 million, or 54 percent, as compared to
fiscal year 2009. This increase was directly related to the increase in the Revenue Deferral in fiscal year 2010.
This increase was driven by a $435 million increase from The Sims, FIFA, and Dragon Age franchises.
For fiscal year 2010, Net Revenue was $3,654 million, driven by FIFA 10,Madden NFL 10, and The Sims 3. Net
Revenue for fiscal year 2010 decreased $558 million, or 13 percent, as compared to fiscal year 2009. This
decrease was driven by a $562 million decrease from the Rock Band, Battlefield (primarily due to a larger
amount of revenue deferral due to our obligation to provide incremental unspecified digital content that did not
exist in fiscal year 2009), Spore, and Mercenaries franchises. This decrease was partially offset by a $221 million
increase from EA SPORTS Active and The Sims franchises.
North America
For fiscal year 2010, Net Revenue before Revenue Deferral in North America was $2,322 million, driven by
Madden NFL 10,The Beatles:Rock Band, and Battlefield: Bad Company 2. Net Revenue before Revenue
Deferral for fiscal year 2010 decreased $40 million, or 2 percent, as compared to fiscal year 2009. This decrease
was driven by a $335 million decrease from the Rock Band and Spore franchises. This decrease was partially
offset by a $301 million increase from the EA SPORTS Active, Dragon Age, The Sims, and Battlefield
franchises.
Revenue Deferral for fiscal year 2010 increased $717 million, or 133 percent, as compared to fiscal year 2009.
This increase was driven by a $384 million increase from the Madden NFL, The Sims, Battlefield, and Dragon
Age franchises.
The Recognition of Revenue Deferral for fiscal year 2010 increased $370 million, or 63 percent, as compared to
fiscal year 2009. This increase was driven by a $254 million increase from the Madden NFL, The Sims, Dragon
Age, and Fight Night franchises.
For fiscal year 2010, Net Revenue in North America was $2,025 million, driven by Madden NFL 10,The
Beatles:Rock Band, and Rock Band 2. Net Revenue for fiscal year 2010 decreased $387 million, or 16 percent, as
compared to fiscal year 2009. This decrease was driven by a $416 million decrease from the Rock Band,
Mercenaries, Battlefield and Madden NFL franchises. This decrease was partially offset by $138 million from
sales of EA SPORTS Active and Dragon Age franchises.
Europe
For fiscal year 2010, Net Revenue before Revenue Deferral in Europe was $1,615 million, driven by FIFA 10,
The Sims 3, and Need for Speed Shift. Net Revenue before Revenue Deferral for fiscal year 2010 increased $94
million, or 6 percent, as compared to fiscal year 2009. This increase was driven by a $184 million increase from
The Sims, FIFA, and Dragon Age franchises. This increase was partially offset by $75 million decrease from the
Rock Band and Spore franchises. We estimate that foreign exchange rates (primarily the British pound sterling)
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