Mobile Is Key To EA’s Asian Expansion

Jon Niermann, the head of Electronic Arts in Asia, has “highlighted mobile gaming, along with online and locally-developed console content, as a key driver for the firm’s ambitions in the region”. Which seems to cover everything, but basically means that EA’s original strategy in the region — shipping in boxed games it had produced for the western market — didn’t work as well as hoped.
The interview also had an interesting quote about the effect Jamdat had on EA’s mobile operations.
“We had literally two guys, one full-time guy and one part-time guy, who were going out and doing distribution deals…All of a sudden you have this big structure that you can throw at it; you’ve got a studio in India of about 40 people, you’ve got people in Japan that already have deals with some of the top carriers.”
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