FIFA is a videogame brand more than a governing body according to EA
EA CEO Andrew Wilson seems to be preparing for a split with FIFA, saying EA has built the brand way beyond what the association could have on its own.
“We’ve created billions in value… it’s just huge. We’ve created one of the biggest entertainment properties on the planet,” Wilson said about the FIFA series and EA Sports' 30-year licensing relationship.
FIFA name: “The FIFA brand has more meaning as a video game than it does a governing body of soccer. We don’t take that for granted and we try not to be arrogant,” he continued. What has prompted this grandstanding? Money: FIFA wants more royalties.
Blind buyers: “Basically, what we get from FIFA in a non-World Cup year is the four letters on the front of the box, in a world where most people don’t even see the box anymore because they buy the game digitally.”
It’s 1 vs. 300: Access to the World Cup is “important but it’s not the most important,” and EA Sports have negotiated 300 individual licenses that “give us the content that our players engage with the most and the most deeply.”