EA aiming for over $40 million in digital revenue for ten of its franchises

By Stephany Nunneley, Wednesday, 16 March 2011 16:07 GMT

EA CFO Eric Brown has said that the publisher is aiming for digital revenues of over $40 million for ten of its franchises, and claimed that FIFA and Battlefield are already performing at that level.

“We have franchises with digital attach rates well north of ten percent of the aggregate franchise revenue,” Brown told analyst Colin Sebastian during a Q&A session during the Lazard Capital Markets Technology & Media Day.

“We’re just over $40 million of digitally derived revenue for FIFA – that’s a combination of console DLC, full game downloads, mobile extensions and free-to-play micro-transaction based games.

“Battlefield, we similarly have around $40 million of digital revenue. Again, that starts with the disk and extends out in these different ways. So we’ve had success thus far. What we’d like to do, we have these two franchises at plus $40 million digital extensions, what we’d like to do is get the next six to eight biggest franchises along and get tens of millions of digital revenue.”

Brown said not all boxed items will transition to a digital model, but said evolving product lines such as FIFA developed a new business model thanks to its success in the Asian market. Brown added that EA wouldn’t be adverse to try all available and new business models nor the various routes leading to monetization.

“We’ve actually experienced a real world case study with FIFA in Korea, which was previously a purely packaged goods model and has now, not perhaps very recently, but over three years or so, migrated completely to a free-to-play model, ” he said. “You’ll see FIFA across every single platform, with every conceivable monetization model.

“We co-exist across all revenue models, with some of our key franchises will have exposure across ten different revenue models.”

Thanks, GI.biz.

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