Electronic Arts 2011 Annual Report Download - page 82

EA SPORTS Label
The EA SPORTS Label 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. 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, Fight Night, Madden NFL, NCAA Football, NHL Hockey, and Tiger
Woods PGA Tour. EA SPORTS games are developed primarily at our EA Canada studio in Burnaby, British
Columbia, and our EA Tiburon studio located in Orlando, Florida.
EA Play Label
The EA Play Label is focused on creating compelling games and related content and services for a mass
audience. EA Play games are intended to be easily accessible for people of all ages, and to inspire fun and
creativity. EA Play Label products include wholly-owned franchises such as The Sims, SimCity, MySims, and
Spore. The EA Play Label also develops Harry Potter videogames under license from Warner Bros. Our EA Play
Label oversees internal studios and development teams located in California, Utah and Guildford, England, and
works with third-party developers.
EA Interactive
EA Interactive is focused on interactive games for play on the Internet and mobile devices. EA Interactive is
comprised of EA Mobile, the combined results of Pogo and Playfish, and Hasbro.
•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 across
a multitude of carriers, geographies, and mobile devices, including the Apple iPhone and iPad, Google
Android compatible phones, and feature phones. In October 2010, we acquired Chillingo, a leading
mobile games publisher based in the United Kingdom. Chillingo’s titles include hits such as Cut the Rope
and Angry Birds.
•Playfish and Pogo. Through Playfish we offer free-to-play social games including Pet Society,
Restaurant City,EA Sports FIFA Superstars and Madden NFL Superstars that can be played on platforms
such as Facebook, MySpace, Google, Bebo, iPhone, and Android. As of March 31, 2011, we had
approximately 35.7 million monthly active players across 40 applications. Playfish generates revenue
through sales of digital content and Internet-based advertising. Through our Pogo online service, we offer
casual games such as card, puzzle and word games on www.pogo.com, as well as on Facebook. In
addition to paid subscriptions, Pogo also generates revenue through Internet-based advertising and sales
of digital content.
•Hasbro. We have a long-term strategic licensing agreement with Hasbro, which provides us with the
exclusive rights to create digital games for all major 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.
Global Publishing Organization
Global Publishing is responsible for the distribution, sales, and marketing of our products, including strategic
planning, operations, and manufacturing functions.
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