Electronic Arts 2012 Annual Report Download - page 90

planning, operations, and manufacturing functions. In addition, our EA Digital division works with our studios
and Global Publishing on digital marketing, customer acquisition and the cross promotion of products and
services.
EA Games
EA Games is home to the largest number of our studios and development teams, which together create an
expansive and diverse portfolio of games and related content and services 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 intellectual properties and includes several established franchises such
as Battlefield, Dead Space, Medal of Honor and Need for Speed. EA Games titles are developed primarily at the
following EA studios: Criterion, DICE, EA Los Angeles, Visceral, and EA Montreal.
EA Games also contracts with external game developers, to provide these developers with a variety of services
including development assistance, publishing, and distribution of their games.
EA SPORTS
EA SPORTS 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.
BioWare
BioWare develops role-playing games, focused on rich stories, unforgettable characters and vast worlds to
discover. BioWare’s portfolio includes the MMO role-playing game Star Wars: The Old Republic and the Mass
Effect and Dragon Age franchises. BioWare operates in Texas, California, Canada, and Ireland.
Maxis
Maxis (formerly EA Play) is focused on creating compelling games and related content and services for a mass
audience. Maxis games are intended to be easily accessible for people of all ages, and to inspire fun and
creativity. Maxis products include wholly-owned franchises such as The Sims, SimCity, MySims, and Spore. In
fiscal 2012, we released titles in The Sims 3 franchise, and together with Playfish, The Sims Social game on
Facebook. Maxis oversees internal studios and development teams located in California, Utah, Beijing, China
and Guildford, England, and works with third-party developers.
PopCap
PopCap develops easy-to-learn games that everyone can enjoy. PopCap games, including hits such as Bejeweled,
Plants vs. Zombies, Zuma, Peggle, and Bookworm, are characterized by their mass appeal, flexible monetization,
and fun and approachable gameplay. PopCap games are developed primarily in Seattle, Washington.
Social/Mobile Studios
Our Social/Mobile studios are focused on developing interactive games for play on mobile devices and Internet
platforms, including social networking sites such as Facebook.
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 at studios located in the United States, Canada, Romania, Australia, India,
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