EA Boss On Dead Space 3, Benefit Of Annual Franchises
EA has been on the update path lately and now, CEO John Riccitiello talks about everything from the new Dead Space to the benefit of annual franchises.
In speaking at the 2011 Goldman Sachs Technology and Internet Conference, Riccitiello first confirmed that the publisher had shipped 2 million units as of February 1, but that number doesn't tell the whole story. He says the best measure of the title's success "is what the sell-through has been and Dead Space 2 compared to Dead Space 1 in a like number of weeks, has been about double, a little more than 100% growth." He went on to mention the company's "strong, growing franchises:" Madden, FIFA, Need for Speed, Medal of Honor, Battlefield, Mass Effect, and Dragon Age. He is currently excluding Dead Space because they need to wait until the third entry before the series enters that magical 5 million-unit realm.
After reconfirming EA's license extension with the NFL, Riccitiello expressed his high hopes for Battlefield 3 and added that he makes no bones about it- he wants EA to have "market leadership i n the first-person shooter business." Then, he talked about a hot topic recently: the annual franchise concept.
"There's a great thing about an annual franchise, whether it's us or our competition. When you've got that annual franchise, it's a meal ticket. You can generate a great deal of income. One of the problems with an annual franchise is you don't take the time to reengineer the underlying code base, so it is, if you will, as next generation as it can be. So we think there's a window of opportunity here. We've been investing for three years to build this next Battlefield 3 game, [and] I think it will stand up as the best product in the industry this year. And we're going to get at 'em."
From a business standpoint, that certainly makes a lot of sense. And let's not forget that, based on the evidence, EA really does strive to put out a quality product. Just look at that list of "strong" franchises; it's pretty impressive, no?
2/16/2011 8:52:19 PM John Shepard