With the likes of Chillingo and Firemint already under its belt, it's hard to ignore EA's commitment to the mobile market.
Just how important portable platforms - and the kind of games that inhabit them - are to the publisher, however, has been revealed by EA Games head Frank Gibeau, who has made it clear they no longer play second fiddle to its offerings on PC and console.
"We're aggressively investing in things that are very low cost like free-to-play," Gibeau told GamesIndustry.biz.
"The free-to-play group inside of EA Games is growing extremely fast - we've got 17 million users."
Side by side
Free-to-play exists beyond mobile in EA's output, with PC release Need for Speed World enabling the publisher to reach territories such as Russia, Ukraine and South America.
On any platform, however, Gibeau claims what's important for EA is such offerings don't impact on the publisher's existing business.
"Frankly when they get to scale, have huge audiences, are very profitable, they're not cannibalising the main games and they actually reach markets that we're not currently serving," he added.
"It's a very exciting time from our perspective because it's not all about consoles. It's about smartphones, tablets, free-to-play, browser, social."
Linking up
Gibeau also cast further light on Origin - EA's refreshed online distribution network with built in social features - and the role it will have to play in helping the publisher reach its multiplatform goals.
"We've been changing the way we develop games so that we can have them on smartphone, tablets, in addition to console and PC," he added.
"It's all part of the digital transition that we're going through and Origin is the platform on which we'll be able to publish and service customers on mobile as well as PC platforms, and then link to the consoles in unique ways as they develop."
[source: GamesIndustry.biz]
News
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
Related Articles
News
May 8th, 2024
Q4 FY24 was EA’s strongest for mobile, but it still only earned them $307 million
Top Stories
News
Jun 6th, 2024
SocialPeta's evolution: advancing mobile game advertising with AI, Apple Search Ads, and STEAM game insights
News
Jun 6th, 2024
As RPGs and casual genres drastically decline, Monopoly Go! gives casino a 34% revenue surge
Events
Tribeca Games Festival 2024 | North America | Jun 5th |
Guerrilla Collective 2024 | North America | Jun 6th |
Angles 24 Freeplay Conference | Australasia | Jun 6th |
Game Audio Symposium 2024 | Europe | Jun 7th |
Games Growth Summit 2024 | Europe | Jun 7th |
PitchYaGame Live 2024 | Jun 7th | |
Future Games Show 2024 | Jun 8th | |
PC Gaming Show 2024 | Jun 9th |
Popular Stories
Feature
May 29th, 2024
Supercell's big Squad Busters mistake and how they're missing out on millions
News
May 31st, 2024
Week in Views - Squad Busters goes global, broken app stores, and Hill Climb Racing gets the LEGO treatment
as
Feature
Jun 3rd, 2024