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Discussing THE ANNALS Of Electronic Arts Base IT Essay

Electronic arts was found in 1982. It has gone on to end up being the leading runner in expanding and publishing video game software. Towards the finish of the 80's, the business started out because they build in house game titles. Then in the 90's, it shifted to a unit supported function. By the start of 2000, the business headed to become the leader in third party publishing. It is headquartered in Redwood City, California. In the late 1980s, the company began developing games in-house and supported consoles by the first 1990s. EA later grew via acquisition of several successful programmers. By the early 2000s, EA had become one of the world's major third-party publishers. Since the birth of the business, it has truly gone on to acquire more than 700 prizes in the software industry across European countries and US.

Company Profile

The company products are carried via the physical multimedia which are in turn distributed. They also provide online services and details of games straight to customers should they choose to pay and download them. They operate various development studios throughout the world - the perfect locations being the United Kingdom, United States and Canada. The Company is sub divided into three categories:

EA Label (Video games, Sports and Play)

EA Interactive

Global Publishing

EA Label

The EA Label is sub divided into three sections - EA Activities, EA Games and EA Play. The EA Game titles domain comprises of fully owned properties and requires franchising with game titles such as Battlefield, Need for Quickness etc. Dragon Era and Dante's Inferno are game titles which are there and there abouts. This is the day and age of multi player gambling and the company recognizes this by massively increasing multiplayer game titles over the internet. This has enticed more than a large number of web savvy gamers. EA Associates Organizations is also a sub section of EA Video games which liaises with third people to provide posting, assistance and circulation of video games. The EA Athletics Label consists of sports related video games. The design are its forte combined with the legal rights to work with players and team brands because they are. This recreates an entire arcade gaming environment. A number of the more popular video games are NBA Live, FIFA Sports and Madden NFL Football. The EA Play label primal area is on focusing on hard central gamers as well as the newbies. It really is designed to be for folks of all decades - to provide them a whiff of the action. This may keep them interactive and their gray cell working for intervals. The favorite products in this section are Harry Potter, The Sims etc,

EA Interactive

The EA Interactive segment is closely from the Global Publishing section. Its region of work is limited to creating interactive games enabled for mobile phones and the internet. Its is constituent of Pogo, Play fish and the mobile section. From the mobile world, consumers can download video games by paying a specific amount through the companies application which in turn offers them the usage of begin their game playing experience. The Company makes its video games because of this particular segment generally in EA Mobile develops games for mobile devices internally at studios located in Australia, India and Canada. There is also a faction far away to help expand develop and enhance their games. Through the Playfish Service, the business offers more game titles on the public lines like Pet Society, Country Story and Restaurant City. The good thing about such something is that it is integrated with media applications and interpersonal network sites like Facebook, Android, Google and MySpace. The consumer base for this particular group of software drew up to almost 46 million. Through the Pogo Service, the business offers puzzles, crosswords and other phrase games. The quantity of people playing Pogo was as astounding 1. 6 million till in regards to a month or two back

EA Global Publishing

Through their Global Posting Corporation, EA is accountable for the other areas of its products like sales and distribution. It channelizes its efforts in assuring that quality assessments, certifications, outsourcing activities etc are all kept in check. The efforts are to ensure that the video games are released and distributed all over the world. The Global Publishing Company is mainly located in Redwood for THE UNITED STATES. There is also various syndication areas, the famous one being situated at Kentucky. The functions are also spread out to offices in Switzerland as well as European countries, Australia and Asia. Warehousing becomes an important aspect and because of this very reason, EA has offices set up across European countries mainly in Switzerland and Germany. One of the clinchers of this section was the take of Play seafood in the November of 2009. Aside from gaming, Playfish partcipates in syncing up with cultural networking sites to indirectly assist in selling online content and do a little of advertising on the web as well. They have also creating a strong semblance with Sony. Sony Computer Entertainment has been given the rights to sell their products along with their various consoles like PSP, Play station 2 and Play train station 3. It offers a strong endeavour in resource string activities. They have also tangled up with Microsoft so they can distribute games which are appropriate for the Nintendo and the Xbox 360. The terms of contract allows those to distribute game titles on disks and or cartridges. They made a significant breakthrough in the summertime of 2010 where they registered with Warner brothers to unveiling their two game titles on the Harry Potter series and the Deathly Series just like the motion pictures were heading to be released. This is a masterstroke in acquiring as soon as. In conditions of packaged goods, every one of the above mentioned tie up companies becomes challengers. The focal point is on expanding and publishing the program for the individual consoles. The other rivals for EA come by means of the companies that develop lightweight games. Some of the more prominent ones are Sega, THQ, Disney and Fox. Another electric outlet of competition to them comes by the way of mobile applications provided by others such as Namco and Capcom Mobile. The multi player games portion has companies like Sony, NC Soft and Atari. Other providers and nowadays even messengers like Yahoo and MSN have come up with their own editions of online gambling.

Current Strategy

EA Sports started off with time when technology was almost nonexistent. The inventions and enhancements with technology has help EA increase phenomenally as an organization. Initially technology was only limited to functions such as ERP models wedding caterers to payroll, term and maybe various other dashboard creations. It had been only in the first 1990's that technology began to become a major force. It was then it became important to incorporate the firms with the latest in it to have a sound business. To attain the levels of success, many a companies started formulating strategies out of technology itself.

The changes regarding technology have been huge. The traditional methods have been changed and sent to the directly knit technological world. Strategy is the primary competency of most organizations and the change was made slowly but surely with the introduction of the IT industry. Improvements have become the order of the day with the changing needs and wishes of the clients. Thus, companies had to adopt to improve to main their competitive advantages. Supply

chain was significantly bettered which results in improvements of the quality of products.

All we were holding welcome changes for EA Athletics modus operandi. The workforce at EA sports activities was already knowledgeable about technology and it use. In addition they had a good sense of business. This lethal combinations helped them break the obstacles of technology without much difficulty. Hence their customers were satisfied and respected the company and its own products. Hence attempts were increase to help expand tap in the technological innovations which were approaching in the video gaming industry and merge it with the business enterprise to work out the best possible model. This might ensure sustainability in competitive markets at least for quite a while to come.

EA became aware quick enough that to be always a market leader, they would have to go one step further. The target was not and then satisfy the customer but to provide them the little extra. Thus the onus was changed to attain client satisfaction. The company started out by reach to customers and requesting them for responses about video games, understanding their requirements and studying the various change methodologies to be applied accordingly. They tried out to maintain a perfect balance between between business and technology which became crucial in the long run. To make certain that this was happening effectively, a strategy team was built up to investigate the many models that would take the business ahead in the foreseeable future in lieu of the changes.

Change Manifestation

Integration and Innovation

Integration and invention are the key components in today's world to stay devote a specific market. EA would have to be prior to the surge to gain one over their rivals in an progressively more penetrative market which could be achieved through the combination of both technology and integration. The next 50 percent of the 1900's noticed a change on the market with regards to the computer industry and the demand grew for folks working in software's, applications and databases(Hiatt 2003). Hence there was confusion all over with companies trying to integrate technology to their innovations. Technology distributed its wings to all or any areas right though all levels of employments and became the focal point of a business. Hence as the software industry grew, EA benefited from it hiring skilled resources who preferred employed in technology rather than others walks of real life medicine and structures.

Business for Service

The use of it has been on the upwards trend in the industry in conditions of usage(Hiatt 2003). The onus on management was less supplying the anomalies and the requirement for high skill platform employees. It became paramount for the business to maintain the perfect balance between customer requirements and the solutions available. The brand new model was built around the business offering interested gatherings the opportunity to franchise their brand and build on after that. In cases like this, the company had not been only offering its video gaming and providing other video gaming experience but also placing itself up for the grabs as a brand franchisee.

No other competitor had a solid hold of the IT industry apart. EA might use this in their favour to a sizable degree. The models previously used were built around only one aspect of the business enterprise which was the service point for the company. The revenue streams were more or less confined to the model. There is the opportunity to tap into the operational side of things in order to increase income. This has removed on to aid EA to be the large player in the video games industry using its constant integration attempts as well as it proper operations efficiency.


The markets started to witness winds of change in the mid 90's as the concentration shifted to personal computers. Several computing models were installed which were interdependent on personal computers(Hiatt 2003). Slowly and gradually the networking and distribution services improved upon and EA trapped to it. They made use of exclusive data source services to extract out data on customer requirements and proceeded with organization planning activities. Systems that have been used for other purposed were upgraded and used as databases to manage the levels of transactions. The introduction of the progress of solutions in mobile phones, gaming consoles, PDA's and other home appliances benefited EA in their diversification programs. This then led to the emergence of a new set of gadgets into a new software advancement that was long time arriving and known as Middleware. Middleware is a software putting together procedures and in built applications. The growth of Middleware has been rapid and helped EA to integrate its services more efficiently. It has helped EA improve its products and in that way achieve a good amount of success in the market.


Most companies are affected today from lack of standards on reaching prospects. Customer need and wishes set these specifications and companies need to comprehend how to match these requirements in to the various architectural models(Hiatt 2003). EA Activities used to primarily dwell around a strategy in limiting itself to building video games and providing areas in upcoming variations. Recently they have got moved towards broaden their services in partnerships with fellow companies to hold one over competition. They may be sticking to their central competency but also concentrating on other areas which can only help them support in times of adversity. This is paramount in times of global recession.

The combo of the above mentioned models can help in creating something that will contribute to an effective working system. The ethnical roots of the business improve considerably with time. The company is obviously executing environmental scanning through this process and keeping a detailed eyesight on competition. The very best part is that changes can be integrated without much of a severe change in the machine. Thus, the awareness could be on conjuring up new ideas and best practises. Becoming more popular skills could be accepted by regular rewards programmes.

SWOT Analysis


Electronic Arts Game titles is a pioneer in video games technology. They are really engaged in producing, marketing, posting and distributing software for video gaming. A few of their key gaming system organizations include Sony Play station, Microsoft X-Box and NINTENDO WII GAMING CONSOLE. They also focus on the portable gambling section with Sony PSP, Nintendo DS and the Apple I-pod. The computer and the mobile gambling fraternity also benefit from EA's products.

EA Games has diversified into sections within video gaming like EA Athletics, The Sims and EA Casual Entertainment.

EA Games focuses on research and development and in good stead. They have come out with high definition games like trip, racing and sports games being one of the marquee products. Their development with the role play games have been an instantaneous reach worldwide.

They have effectively catered to the simulation game playing section through their Sim label. Users get a tastes of something as effective as the live action. The attractiveness has help them to reach an astronomical 4 million homes.

The EA Athletics brand has made sport related video games ranging from sports (FIFA) to basketball (NFL) to Golfing (PGA Travel). This is the main income source for the business total a 43% show of the pie.

The EA Casual Entertainment section has made education fun through the online gaming service they offer. Pogo has customers to the tune of practically 1. 6 million.

EA Game titles has been well associated with corporate social responsibility generating several donation programs, volunteering activities and charity work.

EA Games functioned in sync with Hasbro in 2007 to supply the ultimate board games experience with Scrabble, GI Joe and Monopoly online. These games have been designed for portable games, mobile phones and even computer systems.


During the maximum of tough economy, EA had to muscle down its workforce surrounding the world by around 10%. They shut down nice publishing places and their very own studios. That they had to let go of several key employees due to incapability to meet their budgeting expectations.

They cannot release their new games any moment of the entire year. They are limited to the holiday times and the time before and during major sports events. Misplanning upon this front could lead to undesireable effects on the sales of these products. In 2008, EA, in a licensing offer with Hasbro, created an electronic Scrabble game, that was a failure scheduled in part to software problems.

Even if they use the best of technology and produce immaculate designs, the capabilities are always driven on the consoles on which they operate. Hence the restrictions of the consoles lead with their work not being appreciated to the fullest level.

The success of the products was not very well recorded with only the NFL game (Madden NFL) make it to the most notable ten list of games in the entire year 2007.


In 2008 EA propagate its wings to other markets by acquiring ThreeSF and J2MSoft to delve into Korean market segments.

Providing infotainment specially to kids on sports and how to play them.

The United States army has come up with top quality requirements for his or her simulation and training. EA have these devices readymade and can contribute which can only help them make some revenue while they are at it.

Making the video games more interactive and developing on voice commands.

The can move more in to the franchising and licensing industry and make more profits there alternatively than by just selling game titles.

Using their popularity in the video gaming industry to create electric products that can can be merchandized and sold and be a brandname out of in arriving years.


Despite strong sales in the last couple of years, the profit margins have been on the wane with negative characters overall. Their sales quantities earned them revenues around $3. 8 billion in sales however the profit margins were $454 million down.

Piracy is a devastating problem for the video gaming industry and has been eating into EA's profits. Some of the Asian countries do not have regulations against piracy and this has led to emergence of fraudulent CD's market which includes even spread globally albeit illegally.

EA has strong interdependency on the gaming system industry. In the event the consoles are becoming less popular and on the drop, so do the video games. Hence, gains and sales are intensely reliant on the success or failing of the consoles.

EA was faced with legal implications when it discovered that they used the labels and features of basketball and soccer players at the college or university level without proper authentication in-may 2009.

EA have made themselves prone to the whispers of takeover. Their abnormal firing during tough economy has led people to believe that the company many not be lasting in forthcoming years. They are not that big an organization to wade away potential offers and are likely to make a choice if a good deal comes along(Marketing Tutor 2010)

Porters Generic Model

Competitive Advantage

Competitive scope







Porters common model helps the business enterprise understand the best strategies it can make use of to deliver optimum results. This model specifically helps the business gain a competitive benefits in the market place. It is a good factor in determining placement of the organization. The model is redistributed into three main categories (Griffin 2008).

Cost Leadership



There is definitely ongoing effort to improve EA's competitive range from a thin target to a broad concentrate on. This places the company in the differentiation segment. EA has since been working hard to work its way through troublesome competition. This supported with its broader target objective raises its onus on focussing on a complete differentiation strategy.


Peter Moore (President)

Peter Moore took over the reigns as the President of EA Athletics in September 2007. He was welcomed into the family of one of the biggest brand in activities as a technique leader. His role includes overall product development, management of the overall product as well as the full evidence planning of the net version of EA Sports activities. He brings to the stand a good 25 years of control experience in the buyer product industry as well as entertainment. He was in charge of Xbox operating the show for the games development section. He was also overlooking the business of SEGA in North America. He majorly and perhaps correctly influenced your choice to move the technique to a more posting area. He was accountable for marketing initiative campaigns and tangled up with Dream Solid. He also offers wide experience of marketing at Reebok managing a large range of employees in good times for the company (EA. com).

John Riccitiello (CEO)

John Riccitiello is the Chief Executive Official of Electronics Arts. He was the at first joined the organization in 1997 as a Main Operating Official. He was the President of the company through the times of significant progress. During his tenure, the company increased its market share, build up its product portfolio and strengthened ties around the world. He was a founding official at Elevation Partners which he signed up with after stopping EA in 2004. He treated the duty of proceeding the entertainment and multimedia sector. He rejoined EA as the Chief Executive Officer in 2007 (EA. com 2010).


EA online marketing strategy currently is to maintain its market share. They need to preserve their position on the market whilst continuing to build up quality game titles. Part to do this is via their marketing strategies and EA has captivated users and in doing so made a good amount of profits before. They been employed by in conjunction with AOL which has helped then attain good results but its about the problem of keeping up to prospects high standards already set. Continuing to anticipate the market can and perhaps be a good idea going forward but maybe only good in the shorter scheme of things. Some companies have often failed for this reason short eyesight in their marketing section. Channel marketing is good but makes one's business exposed to the exterior world. This is where an organization may utilize its marketing strategies in order to be cost effective. The existence of EA Sports on the market place for a relatively good times has helped it to build up its strategies with respect to marketing. They spend more than 50 million in 2004 for their advertising and marketing. They caused different media stations, the most recent one being collaboration with a mass media house during the airing of a reality show. Electronic games are a constantly developing domain regarding technology and EA has well realized this. Hence, they may have transformed their marketing models in correlation with the constant changes in demand. To improve their games, they have to research and understand consumer behavior. This can help them to attain a focussed marketing route and thereby reduce costs. An average example would be to monitor the traffic on the tv as well as the internet. When the traffic is lowering in the tv set side, then more money should be put in the web advertising aspects to best promote products. The very best part of Internet advertising is that it facilitates to concentrate on customer segmentation. If they're targeting a distinct segment group, then they can achieve this by advertising on sites related compared to that content but whereas if they want to mass publicize they can always use the Face literature and the Orkuts. Another key aspect EA have to work up on is keeping their old customers and also attracting new customers into the markets. The issue of technology becomes a somewhat tacky issues for EA. If indeed they produce something ground breaking, they will be in a position to muster all the gains available available on the market. However, failure could spell doom and put a financial question mark on the position of the business. Hence the ultimate way to confront the issue of risk is by partnering with a fellow company in introducing a products and posting both its success and failure. In the case of Electronic Arts, the practical move to make would be to is to combine with one of the consoles like Nintendo in launching their products. Among their major successes thus far has been licensing video games and providing customers with the finally experience. They ought to continue in the same vein since it is something that draws in more clients and helps them to get profits. Hence the key focus regions of their online marketing strategy should start by obtaining licenses, analysing customers and employing this as an type to create ground breaking game titles integrates with the best in technology(Neilsen and Ramly 2003)

Company's Future Vision

Electronic Arts is sweeping the video gaming industry. Their competition have struggled to keep pace and confronted licensing fights in their goal to gain market share. It has given Electronic arts a bargaining power as a provider since the consoles like Xbox 360 360, Nintendo and Play train station are highly reliant on their games. They will turn to gain more competencies in other genres of video games. This has started off well with the Godfather collection coming to becoming big. From Russia with Love is another game looking to make it big on the market. EA is looking to build on its success in conditions of graphics. That is a major way to identify their product from the market place. However, the most important thing is the strong mental impact delivered to the end customer. They need to be involved in the way that the client feels and feels as well as reacts to things. For the not hard central gamers, they may be delving in to the primary feature of providing encore entertainment. They are also moving into another generation action and dynamic systems. High definition is the discussion of the town nowadays and EA have taken advantage of the fact. Resolution, coloring fidelity and contrast will give gamers an event like never before. There is a look on the online markets and advertising mainly with them. This is also finished with a view of concentrating on a different segment of people through a proper interpersonal network. Every team in EA Athletics in every part of the world has a person acquainted with the film industry to assist them. It has been humongous in conditions of quality and the actual design produced. The target is also centred to be around 3 - D game titles and how those entities can be poached into. Next era video games are something that Electronic Arts will look to apply in upcoming produces. There's also heading to be significant changes architecturally. This calls for the condensation of the drive place in their forthcoming editions. That is instead going to go to processors in the wake of technology developments. From employee's perspective, the goal is to build a more creative community from an already existing one. The designers, images people and the performers are the best in the industry and keeping them knit as a unit to deliver the best will be amongst the priorities of the business (Gamespy 2005).

Changes in Culture

EA employs coders in huge numbers in its main studios in Los Angeles, Redwood and Vancouver(Docstoc 2010). The developers are split up into lots of jobs and rotated around. This can help them meet small deadlines for every patch or release. Thus the business can improve its ratio releasing more volume of game titles annually. Teh organizational culture has managed to get a good model for trustworthiness. But the problem with this process is the clear lack of creative imagination. So, one of the overall Professionals, Neil Young needed it upon himself to to dwell on development whilst focussing on the regions of morale as well as the nature of competition. For one of the new game titles - Medal of Honor built on the lines of the World Warfare, he divided the staff into organizations between 6 and 8. He then gave each of the groups their skin cells which were their particular mission for the game. That they had to require themselves in immediate development of weapons utilized by opponents and then making people in the overall game that look very much real. The essential idea of the exercise was to set up technical advantages in video games such that folks know exactly what they are simply building at every step and the actual best modus operandi is. The groups that can come out with the best breakthroughs are features on Tv set displays that are shown all over the studio. The arguments is that at every small step, people think they may be inventing something. They small minute jobs like colouring et all are given for outsourcing. This technique is employed all across the studios after its huge way of measuring success. The other change that has been implemented is the greater easier deadlines given to home-grown projects. Because the projects do not have tight release dates, the target is more disseminate to try producing the games whenever you can and combine new ideas as they cycle goes on. Before Electronic Arts acquired come set for criticism regarding their strategy which included promised shipping dates before the games were even designed. Now, this is done only after the product is full y ready to hit the markets. It has helped the company improve its quality in terms of games offered. The down side of this event is that it could present problems for the product pipeline as the income generated becomes less of any certainty. This is certainly a way to achieve greater imagination on the list of employees(Docstoc 2010).


Risk Management Analysis

Risk management is pivotal to a company's working culture. The potential unpleasant conditions that can crop up will need to have been examined as well as the potential threats that are likely to come in. The analysis will then spotlight the solution that may be implemented in order to straighten out the chance. Risk management is becoming quite commonplace nowadays with emphasis being laid upon this department. It offers helped organizations reduce several cost factors and turn out with better outputs keeping risk at the back of their minds. It is therefore important to constantly evaluate risk and come up with alternatives that can that handles the changing aspect of the conditions.

The employees who help EA Activities are accomplished and are proficient at adapting the best practices in the risk management process. They understand the changing needs of the organization. They measure the probability and repercussions of the many types of dangers and measure the entire risk process therefore (Kotaku 2010)

The examination of risk can be carried out on the below mentioned factors:

Assessing Quantitative Risks: It can be determined from the name that the analysis perceives and weighs up the threat and the worthiness of its impact on assets. The number is calculated over a monetary front with a value mounted on the capital in terms of deficits.

Assessing Qualitative Risk: The impact of the chance in terms from it being high or low can be evaluated with this approach.

Assessing Primary Vulnerability: The impact of risk on a particular function within the organization and the way the questions can be designed and the issues be answered.

Review by Peers: In organizations that are large, a tiny thing can be paramount and employees are a good source for providing effective feedback.

Assessing the Office: The framework of the place as total is analyzed - both mechanical and electric powered structure. A complete assessment is performed by an in control employee who analyses the whole set up and examines issues regarding basic safety. All aspects such as data centres, light and other facilities come within this scope and are effectively evaluated.

The benefits associated with risk management all together are talked about below:

The tactics all together can be examined.

The overall cost impacts can be gauged.

Focus while undertaking jobs can be improved.

Threshold boundaries can be set up for business functions.

Future failing can be avoided to a certain degree

Auditing can help industry be effectively ready to face risks.

Strategic decisions can be produced to a certain amount of expectations.


Some of the key tips for EA Sports activities would come across just how of :

Lowering their costs online

Being proactive alternatively than reactive to opportunities

Fight it out to make FIFA the first choice in the basketball video gaming industry once again

Build on the management activities at EA Sports

Work on increasing membership in the arriving years

Increase its sports marketing authority worldwide

Strengthening its value chain industry.

Maintaining and conditioning ties with its customers

Lowering expenses online:

The success rate of the online gaming industry in the recent past is not excellent. Online development in game playing has situated itself in your dog quadrant of the BCG Matrix. Hence EA Athletics could divest a few of their income and put it into other value added services.

Being proactive rather than reactive to opportunities:

EA's creative imagination and capacity has helped it diverse into new areas and into different domains. As the video gaming industry grows, keeping abreast with technology and the opportunities that include it are crucial.

Maintaining and conditioning ties with customers:

The games industry depends intensely on gaming console manufacturers. Hence EA would need to enhance ties with both console owners and the finish customers

Strengthening its value string industry

EA could see itself falling behind if it does not work its way towards the value chain industry. New entrants could create a niche for themselves by coming into this segment and it is upto EA to make it not this attractive industry to go into with their record of the worthiness chain.


The choices made by EA in terms of weight time over opportunity costs have indeed been different from most competitors and this has helped them in the long run. The leading example is that of licensing. They are put through by three aspects which includes enhanced growth in the majority of their business segments. There are constant innovations in its business model, generation of clients and globalization. EA has thrived because of its superior innovation. It has help it become a pioneer in the video gaming industry. To improve innovation, the organization has shifted its emphasis from just building video gaming to actually integrating its video games with consoles, computers and mobile phones. This has helped them proved helpful their products to a good recognized value. It had been also the forerunner in the authority area with their diversification in terms of services and the latest software technology usages. They have endeavoured to change the video gaming industry with its high definition video games. This and also a whole variety of other innovations has helped it get the most out the marketplace in terms of sales. The factors mentioned above have an enormous bearing in helping the company in attaining an extremely strong position on the market which has helped them deliver good services to customers which includes helped it broaden worldwide.

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