At the end of the day, FIFA is just four letters on a box, according to Andrew Wilson at an internal meeting at EA, according to VGC. It’s a well-known brand, no question about it, but it’s also holding EA back and it’s still extremely expensive.
EA would like to make more of the game
For example, according to internal sources, EA would like to do more with the game and expand the ecosystem and possibilities. But FIFA just wants a classic football game. So what’s next for EA and the FIFA brand?
Negotiations are currently underway, but the contract will theoretically expire after Qatar. FIFA 23 is yet to come and will feature two tournaments (men’s and women’s) for the World Cup, but the future after that is undecided.
EA already announced last year that it could part ways with FIFA and the sum of 2.5 billion dollars should play a role there. Internally, one (not all) is convinced that the series could achieve more without FIFA.
FIFA is the most successful gaming series
It’s a double-edged sword, as FIFA is the best-selling game in most years and EA’s most lucrative brand. Would the game work without the logo on the box (or icon)? That’s the big question now.
The question would then also be whether another development studio would strike and pay this sum to FIFA. Without such competition, EA could certainly build its own brand, but having successfully established the FIFA branding in the gaming world for many years, it would certainly be very difficult to compete.