EA will "succeed" when it addresses Wii audience, says Pachter

EA's right to focus heavily on Wii to bring itself through its financial crisis, Wedbush Morgan's Michael Pachter has told VG247, and that success in the Wii market is nothing short of pivotal to the publisher's survival.

"I think it is essential to address the growing Wii installed base," the analyst said today.

"It is important to keep in mind that EA has always had mass-market brands (mostly sports and Harry Potter); if these can't work on the Wii, there is something wrong with the way they are marketed.

"I think that once the company figures out how to address the Wii audience, it will succeed."

EA said yesterday it's to shift a heavy focus onto Wii, and intends to even rival Nintendo on its own platform.

CEO John Riccitiello made the remark in the wake of heavy third quarter losses, announced yesterday.