Electronic Arts 2015 Annual Report Download - page 76

offer casual games such as card, puzzle and word games on www.pogo.com, as well as on other platforms. Pogo
generates revenue through paid subscriptions, Internet-based advertising and sales of digital content. The EA
Mobile organization has studios located in the United States, Canada, China, Australia, Finland and India.
Certain mobile games, such as those related to our EA SPORTS franchises, are developed primarily by the EA
Studios organization.
Maxis
Our Maxis organization focuses on creating compelling games and related content and services that engage
player creativity. The Maxis portfolio includes the wholly-owned franchises The Sims and SimCity. Maxis
games are primarily developed at studios in the United States.
Global Publishing and Marketing
Our Global Publishing and Marketing organizations are responsible for the distribution, sales, and marketing of
our products and services, including operations, and manufacturing functions, as well as our global media
advertising sales business and customer support teams. Mobile game publishing is overseen by our EA Mobile
organization.
Digital Platform
Our Digital Platform team is responsible for creating and maintaining a technology foundation that enhances
EA’s ability to deliver gameplay services and facilitate transactions across platforms for all of our games.
Competition
We compete with other video game companies and with providers of different forms of entertainment, such as
motion pictures, television, social networking, online casual entertainment and music, for the leisure time and
discretionary spending of consumers. Our competitors vary in size from very small companies with limited
resources to very large, diversified corporations with global operations and greater financial resources than ours.
We also face competition from other video game companies and large media companies to obtain license
agreements for the right to use some of the intellectual property included in our products. Primary competitive
factors important to us include game quality and ease of use, compatibility of products with certain platforms,
online capability, price, marketing, and quality of customer service.
Competition in Games for Console Devices and PCs
We compete directly with Sony and Microsoft, each of which develops and publishes software for its respective
console platform. We also compete with numerous companies which, like us, develop and publish video games
that operate on these consoles and on PCs. These competitors include Activision Blizzard, Take-Two Interactive,
and Ubisoft. Diversified media companies such as Disney and Warner Bros. also are involved in software game
development and publishing.
Competition in Games for Mobile Devices
The marketplace for mobile games, particularly free-to-download mobile games, is characterized by frequent
product introductions, rapidly emerging new mobile platforms, new technologies, new mobile application
storefronts and thousands of game offerings. As the penetration of mobile devices that feature fully-functional
browsers and additional gaming capabilities continues to deepen, the demand for applications continues to
increase and there are more mobile application storefronts through which developers can offer products. Mobile
game applications currently are offered by a wide range of competitors, including Supercell, KING, GungHo
Online and hundreds of smaller companies. We expect new competitors to enter the market and existing
competitors to allocate more resources to develop and promote competing applications by, among other things,
establishing a presence in geographic regions in which they did not operate previously. As a result, we expect
competition in the mobile entertainment market to continue to intensify.
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