They invest heavily in technology, developmental tools, and research and development in order to create new and exciting games for consumers. They are expanding their operations to include multiple consoles in multiple countries and in multiple languages. "In the course of creating a number of its games, EA acquired intellectual property and other licensed content from sports leagues, player associations, performing artists, movie studios, music studios, and book authors. In doing this they established themselves as the leader in sports games. The reason why is because now they are the only game maker that can use the names of these professional athletes. Who is going to buy a sports game that isn't like real life? The answer is no one. They also are very specific in the games that they produce. They stay away from games with violence, crime, sex, and profanity. They strive to make video games that the company can be proud of. Along with re-releasing their sports games annually they also released "expansion packs" to provide additional characters, new storylines, settings, and missions. There marketing efforts are always about promoting the Electronic Arts brand of sports games. Just about 70% of their revenue comes from the re-releasing of existing games. Electronic Arts prefers to think of themselves as "a sports company that makes games as opposed to a game company that makes sports games. EA Sports is as much a culture as it is a product" (Thompson & Gamble, 2006, pg.320). EA has titles covering almost every major team and individual sport resulting in the domination of the
They invest heavily in technology, developmental tools, and research and development in order to create new and exciting games for consumers. They are expanding their operations to include multiple consoles in multiple countries and in multiple languages. "In the course of creating a number of its games, EA acquired intellectual property and other licensed content from sports leagues, player associations, performing artists, movie studios, music studios, and book authors. In doing this they established themselves as the leader in sports games. The reason why is because now they are the only game maker that can use the names of these professional athletes. Who is going to buy a sports game that isn't like real life? The answer is no one. They also are very specific in the games that they produce. They stay away from games with violence, crime, sex, and profanity. They strive to make video games that the company can be proud of. Along with re-releasing their sports games annually they also released "expansion packs" to provide additional characters, new storylines, settings, and missions. There marketing efforts are always about promoting the Electronic Arts brand of sports games. Just about 70% of their revenue comes from the re-releasing of existing games. Electronic Arts prefers to think of themselves as "a sports company that makes games as opposed to a game company that makes sports games. EA Sports is as much a culture as it is a product" (Thompson & Gamble, 2006, pg.320). EA has titles covering almost every major team and individual sport resulting in the domination of the