EA Outlines Mobile Strategy at GDC 2005 Keynote

Talking during his keynote address at GDC Mobile, EA Mobile general manager John Batter has discussed the company’s plans for expansion into the mobile market. The company has thus far only produced two self-created mobile titles – Tiger Woods PGA Tour and FIFA Soccer – but according to Batter, is now preparing to instigate a more aggressive strategy with many more products. The first of these will be a new, internally produced, Need for Speed: Underground title, the first of between fifteen and twenty existing Electronic Arts franchises to make the move to mobile formats this year. According to Batter, in comments reported by consumer site GameSpot, "community and quality will drive growth" for the company in the mobile market. He went on to describe how exactly the company would focus on service – with a dedicated live team to design and implement new content and provide customer service – and on an online community. "We will be franchise-focused and connected, allowing the consumer to interact anytime, anyplace," said Batter. "It's not about genre, but about building a community around a franchise consumers are passionate about."