EA uses FIFA as an example of how to take the market share away from rivals

EA’s European publishing SVP, Jens Uwe Intat, has said the firm is looking to take over the shooter genre with Battlefield 3, just like it took over football with FIFA.

Speaking with MCV, Intat said EA will use Battlefield 3 to win back the shooter space from Activision, by implementing the same strategies used to win football back from Konami's PES; however, he is resigned to the fact that it may not be a fast tracked process.

"One of my favourite sayings is ‘Rome wasn’t built in a day'," he said. "We might not do it Day One, but we are going to take a decent amount share from Activision. In broad numbers, Activision has 90 per cent of the shooter market, and we want to see that go down to 70. I would be even happier if they were left with 60 per cent.

“The poster child for the model really is FIFA. Ultimate Team has proven that we can give a compelling experience every day, and also monetise it.”

Intat said what EA did was look at the code in FIFA and return with a better game featuring better technology.

"Then we took back market share and then claimed the majority," he said. “In football, the differently shaped balls are differently attractive on the two sides of the Atlantic. Here we play with a proper round ball, and over there they play with that oddly-shaped ball. But FIFA is actually getting more and more attractive in the US. Not the least driven by the phenomenon of soccer itself – the US women’s team has done well, and the male team… well, they’ll have a bit of a wait.

"But soccer generally is played more in the US than ever before. So FIFA is catching up there, more than Madden ever will in Europe.”

A year ago to the day Intat used the same example for taking back the shooter crown from Activision, only with Medal of Honor, stating to MCV: "In the years to come, we’re definitely going to beat Activision and Call of Duty.

"The combination of digital marketing and advertising with the strength of word of mouth – something that really helped FIFA – should help the comeback," he said.