Schappert: EA’s global and mobile strategies are working well for it

By Stephany Nunneley
15 September 2010 20:58 GMT


EA COO John Schappert has said allowing customers to play the company’s games on whatever device they wish is its “charter”.

Speaking with Gamasutra following EA’s TGS showcase where Shadows of the Damned was finally revealed alongside new information on Alice: Madness Returns, Dead Space Extraction for PS3, My Garden and MMA in Japan – Schappert told the site he believes everyone is now a gamer.

He believes this because there are so many different ways to access gaming content through not only consoles and PC, but also through mobile and other devices like iPad.

“Playing wherever they might be on every device they have accessible to them, that’s our charter,” said Schappert. “We didn’t talk about mobile or the iPad [today]. We didn’t talk about social networking or web gaming. The good news for our industry is that there are more gamers than ever before. Arguably, everyone’s a gamer.

“Our team is the number one global mobile publisher. On the [Apple iOS] App Store itself– not just games. When we started [the casual label] there weren’t pads, there weren’t smartphones, there weren’t social games. The market is really changing.”

The COO also said having EA divided into four sections was a strategy that’s working well for it, with EA Play focusing on casual boxed games, EA Interactive on casual online, EA Games on the core, and EA Sports on sports.

Schappert also said My Garden was “a great example of new gameplay you can expect thanks to 3D”, and since it has a distinct Asian flair, it will help the game appeal to more global market.

“You’ve got to focus on making great big blockbuster titles that have success around the world,” he said. “We’re the number one Western publisher in Japan.”

EA also unveiled the Japanese version of MMA this morning, which Schappert said was “a big new launch for us in a genre we haven’t been in before,” and that the game would be content specific for major markets: “Whatever market you might be based in it feels like the game has content just for you,” he said.

Catch up on all the happenings from EA’s TGS showcase here.

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