EA: mobile games market moving towards core “sweet-spot”

By Brenna Hillier, Thursday, 10 January 2013 22:31 GMT

EA All Play boss Nick Earl has said the mobile gaming market is becoming more supportive of core gaming experiences, like you’d find on consoles, rather than fluffy casual affairs.

“The dollars are going towards these core games, and for EA that’s hugely, hugely encouraging, because this is our sweet-spot,” Early told GamesIndustry of rival publisher’s titles, like Clash of Clans and Rage of Bahamut.

“Most of our expertise is around building experiences for that market. It’s really welcome news that that’s where the market is heading from a grossing perspective.”

Although EA is pleased to be able to leverage its substantial core experience onto the mobile platform, it’s also sitting on some of the beast casual properties in the business thanks to its acquisition of PopCap.

“There’ll be growth in casual games, and I think we’re well positioned there, too,” Earl added.

“But the strategy/RPG core gamer is also there in a big way, and they’ll be spending more and more money and time on these games.”

EA is apparently applying its “fewer, bigger, better” approach to the mobile space, too.

“We’re really getting behind the big ones, and we’re making sure we hit a high level of quality with deep feature sets,” Earl said

“These games are a little bit like a TV show. You have to constantly create and distribute new content to the audience, so logistically you want to do less and you want to focus on making it good. This isn’t about sending people from new game to new game to new game. It’s about building really strong game brand experiences and regularly supplying content.”

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