Electronic Arts 2015 Annual Report Download - page 74

in platforms, content models and modalities of play. For example, we offer digitally delivered expansion packs
for our Battlefield and Sims franchises. Similarly, the Ultimate Team feature in our FIFA, Madden NFL, NHL
and NBA games has extended the life of those games by engaging players over longer periods of time.
We are investing in a digital platform, a technology foundation to enable us to deliver content and services for
franchises like FIFA and Battlefield while building player relationships that can last for years instead of for days
or weeks. That same foundation also enables new player-centric ways to discover and try new experiences, such
as EA Access and several offerings associated with our Origin service, including our Great Game Guarantee and
On the House programs. We believe that our digital revenue, which is generally higher-margin relative to
packaged goods sales revenue, will continue to increase during fiscal year 2016 relative to packaged goods
revenue and in absolute terms.
Our players can access our digitally-delivered games and services through several mechanisms. Console games,
additional content and enhanced online services can be purchased directly through Sony’s PlayStation Network
and Microsoft’s Xbox LIVE Marketplace. Our PC games and additional content can be downloaded directly
through our Origin online platform, as well as through third-party online download stores. Our mobile, tablet and
PC free-to-download games and additional content are available through wireless and online delivery, and our
large scale, massively multi-player online service is available on a free-to-download and subscription basis.
One EA
The pursuit of our goals requires that we operate as one team that is faster, more focused and constantly
evolving, and we are undertaking a cultural shift in our operations and development process in order to become a
more flexible organization. We are changing how we develop our games, engaging players through alphas, betas
and other programs to seek out more feedback earlier in the game development process. We are also changing the
makeup and skill set of our workforce, and combining the art of game-making with the science of managing
dynamic live services. These changes have enabled us to continue to increase our operational speed while
improving our fiscal discipline.
Our Brands and Platforms
In our games, we utilize established brands that we either wholly own (such as Battlefield, Dragon Age, The
Sims and Plants v. Zombies) or license from others (e.g., FIFA, Madden NFL and Star Wars). Leveraging these
brands across a diverse range of genres (from casual to role-playing to sports simulation) enables us to build on-
going relationships with a wide audience across a broad range of platforms.
We have the ability to deliver our products and services to our consumers across multiple platforms, including
consoles, mobile phones, tablets and PCs (both through downloads via our Origin portal and through free-to-
download games that can be played directly over the Internet). We believe this flexibility is critical to
maintaining and growing our overall consumer base, which continues to evolve in response to the introduction of
new platforms and platform business models. In particular, we are expanding the use of popular brands
historically associated with console platforms, such as FIFA and Madden NFL, to mobile platforms.
New gaming platforms are expected to continue to emerge in the future. We intend to evaluate new platform
publishing opportunities on a case-by-case basis as they emerge.
Global Operations
We were initially incorporated in California in 1982. In September 1991, we were reincorporated under the laws
of Delaware. Our principal executive offices are located at 209 Redwood Shores Parkway, Redwood City,
California 94065 and our telephone number is [phone].
We operate development studios in North America, Europe, Asia and Australia. We also engage third parties to
assist with the development of our games and services at their own development and production studios.
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