Electronic Arts is trying to adapt to the new digital landscape — that's the message CEO John Riccitiello sent loud and clear at the company's E3 presentation from the Orpheum theater in downtown Los Angeles.
Riccitiello says the industry has become a round-the-clock service rather than a punctuation of products occasionally shipping. Part of EA's big challenge is the consumer's shift to omnipresent social and mobile games. So EA is going to where the consumers are, launching Madden Social, which works across Facebook and smartphones. Start the game on Facebook and finish it on your iPhone — it's cross platform. And the game is free.
COO Peter Moore explained that one goal is to convert some of the massive fans of NFL to go out and buy a $60 game. But thanks to the sale of virtual goods to advance your game play, EA will make money even if people don't go out and buy the software.