A future where FIFA games have a different name is looking likelier. Reports have been swirling for some time that EA Sports is considering abandoning the brand, and now a frank appraisal from CEO Andrew Wilson, as reported by VGC, makes it seem even more likely. In a speech allegedly given to employees, the Australian executive described the license as an “impediment” and “four letters on the front of the box, in a world where most people don’t even see the box anymore because they buy the game digitally”.
According to the report, Wilson argued that ditching the license – which may cost the company $2.5 billion to renew – will allow it to expand its games, and be more nimble with the content in them. It also won’t lose access to any teams or leagues, as they’re handled separately. “As we’ve looked to the future, we want to grow the franchise, and ironically the FIFA licence has actually been an impediment to that,” he said. “Our players tell us they want more cultural and commercial brands relevant to them in their markets, more deeply embedded in the game – brands like Nike. But because FIFA has a relationship with Adidas, we are not able to do that.”
The suit continued that EA Sports has even found it difficult to expand upon the traditional 11-vs-11 gameplay found in FIFA games, due to push-back from the license holder. “I would tell you, it’s been a fight to get FIFA to acknowledge the types of things that we want to create, because they say our licence only covers certain categories,” he continued. Recent FIFA games have included Volta Football as an alternative way to play, but this content does feel undercooked compared to the main game. In series like NBA 2K, the street basketball component feels like a much bigger focus.
Above all, Wilson noted that EA Sports simply doesn’t have the freedom to be nimble with FIFA in the background: “Our players are telling us they want us to move really quick: ‘We want you guys doing stuff fast.’ And in order to do that, we need a level of freedom to be truly creative, innovative, and experiment in the marketplace. Because of the nature of the approval timetables and the various things around our FIFA licence, that’s actually been really hard and we’re moving much slower than we want.”
It all sounds pretty cut and dry to us, but Wilson did note that EA Sports is trying to be a good partner, and has discussed its concerns directly with the governing body. “I had a conversation with [FIFA president] Gianni Infantino just a couple of weeks ago where I said, ‘Listen, the money’s a thing: we don’t want to pay more money than this licence is worth. But it’s not about that, it’s really about our ability to deliver games and experiences that our fans want, in a timely fashion.’”
To be honest, the comments seem fair enough to us. FIFA 23 will launch as planned later this year, and will include both the women’s and men’s World Cups – two features that would be absent should EA Sports move on from the license. The worry here for EA Sports is that another publisher, like Konami or 2K Sports, could swoop in and gain access to the same license it’s spent decades marketing, and there’s really nothing it could do. Although, even if that were to be the case, it’d still retain exclusive access to tournaments like the Champions League and leagues like the Premier League.
[source videogameschronicle.com]
Comments 49
Oh boy, cannot wait to buy EA Sports Presents Football Football Football Premier Fred Tax Avoidance Fred World Cup 1998 2: Electric Boogaloo 2024!
Sounds like FIFA plans to pull its license and EA is playing it like they wanted out for a while………yeah right.
Any news about eFootball by the way?
The real issue is the other 2 letters on the box
Really interesting comments from Wilson here. I always thought EA Sports was just a bit crap, but maybe the license really has been stepping on their toes.
@get2sammyb bring back EA Sports Big, I say!
@kyleforrester87 Oh my goodness, yes please!
Probably good for football tbh, someone will snap up that license and we could end up with a bit of competition.
@kyleforrester87 This is you just trying to talk about SSX again isn’t it 😂
@kyleforrester87 SSX all the way! What a classic.
@nessisonett no 👀👀👀
FIFA as a license provides them nothing, the world cup isn't a draw like Premier League or Champions League rights are. It's been a very strong brand name for a long time and that's where they may lose out but those two licenses above are key, whoever holds those with exclusivity holds the market, just ask Konami.
@Reeneman Single player content (master league etc.) is expected shortly but the current product is still a meme unfortunately, I don't think they'll come back from this at least with this title.
yeah, I really don't mind the change of the name. whatever.
as long as they keep the licenses and make the game better year by year, I am all good.
“ said. “Our players tell us they want more cultural and commercial brands relevant to them in their markets, more deeply embedded in the game – brands like Nike. ”
LMAO! Like f**k does any player say this. Even FIFA players.
Think he’s confusing players with investors.
Do FIFA players really ask for better product placement in their games?!?
Lol adidas vs Nike, seems like EA just wants to be able to charge for ads in their games to more companies
> expand upon the traditional 11-vs-11 gameplay ... the types of things that we want to create, because they say our licence only covers certain categories
Confirmed EA wants to do a 99 player battle royale soccer game.
I wish EA would finally let you use a Women's team in Career Mode. I mean who doesn't want to play as Barcelona's women team and have a fun time playing people.
2K already has a Franchise mode for the WNBA so it only makes sense for EA to follow suit.
EA Sports FUFA coming soon
In all serious the casual player who mainly buys these games wont care what the name is. Although that line about more creative freedom is interesting. Wonder if they'll follow up on that
@Stragen8 @thefourfoldroot to be fair, the feedback was probably based on some multiple choice questionnaire with worse alternative options.
“Would you like to walk in on the CEO of EA going at it with your mother OR would you prefer more cultural and commercial brands more deeply embedded in to your game?”
@Danloaded FIFU. Beating the ball into the net wing chun; jeet kun do whatever your style
"Because of the nature of the approval timetables and the various things around our FIFA licence, that’s actually been really hard and we’re moving much slower than we want.”
I assume they are hinting that they want to release two iterations per year instead of one. Lol
@Danloaded I would pay if it was EA Sports FUPA, not so interested in FUFA
About time they ditched it. FIFA games are just the same game with every release. No new Content nothing.
Yeah Contracts for the club teams and players may be seperate but competitions won't be, so no more champions league or europa league and legit international teams
"Our players want more targeted advertising present in our games, and FIFA forbids us from presenting them the brands they are willing to pay to wear."
@thefourfoldroot @Stragen8 It's probably more a case that individual players have their own sponsorship deals and Nike etc moan at them about the fact that they're pictured wearing Adidas in a game when they should be wearing their logo instead. It's not about fashion sense, it's definitely about money!
FIFA not being on the box only effects EA ability to have an officially licensed FIFA World Cup or FIFA Club World Cup in the game. Clubs, Leagues, UEFA Champions League, Copa Libertadores etc. are different licenses. Outside of having to put in the effort to rename/rebrand the game EA isn't losing much. FIFA isn't necessary for any company to put out a game as it just governs international competition. It doesn't even make the rules for the sport thats up to IFAB.
I'm ok w/ them dropping FIFA, don't think it holds that much sway in the US anyway, but curious what they would name it?
Do they make up some letters like others have said FUFA, FUPA, or go w/ something like EA Soccer or EA Football. I'm partial to EA Fútbol myself, even though it translates as "football" I've only ever seen used to refer to soccer, not NFL football, in the US. Though if I'm wrong on that it probably wouldn't work.
"I had a conversation with [FIFA president] Gianni Infantino just a couple of weeks ago where I said, ‘Listen, the money’s a thing: we don’t want to pay more money than this licence is worth. But it’s not about that, it’s really about our ability to deliver games and experiences that our fans want, in a timely fashion."
EA: It's not about the money.
thunderous worldwide laughter
@rjejr They could just go with EA Football Club. They already use that name on some of the logos they use in the club creator.
Personally I would like to see more brands in the game, fifa is all about authenticity and matchday presentation and brands are a part of that
@rjejr EA Futbol isn't bad, kinda classy 👍
EA talking about new modes etc and FIFA hampering them. Good.
Football is 11 a side. Men's, women's. Sure 5 a side but ultimately people just want to play their favourite team/players.
EA are only looking for new ways to monetise whatever football game they produce.
The sooner Konami sort eFootball the better.
@AldusRavencorn I could see them doing that, but I think it would be "EA Soccer Club" in the US. Besides NFL we also have USFL starting this spring and XFL maybe in 2023, that's A LOT of football clubs.
Mario Strikers Battle League is sort of doing this, adding "Football" at the end of the title in the UK.
@Deljo Thanks. Downside of EA Futbol is trying to type that apostrophe over the u every time. Only works w/ the apostrophe. 😉
Honestly it never occurred to me that what sports games players want is a different brand of shoes in the game. The more you know...
I like their old EA games challenge everything motto. I am a PES guy but i dont think dropping name would hurt anything. Dont just blame EA here, the greedy FIFA has been found accepting bribe for Qatar world cup and now they want to hold world cup every 2 year.
The lack of Nike football boots in the game is literally the only thing that's prevented me from buying FIFA these past 20 years....
@rjejr but it was too much effort to look for it...sorry 😃
FIFA 2K23 incomingggggggggg!!!!!!!!!!!!!!!!!!!!!!!!!
TBH I’m not bothered if the FIFA name is dropped as long as they improve the gameplay. For as long as I can remember the Ultimate Team gameplay has been terrible, they need to improve so much to make the game enjoyable again, passing, through balls, referee decisions, gold squad advantage etc is so bad. I’d also like to see them scrap chemistry as this limits you from really being able to create your ‘Ultimate Team’ with the players of your choice, if the only way to do it is to get players same league or nationality, or have to buy icons to get full chemistry to enable your squad to play well together.
I’d also like to see EA include golden goal as a option to decide online games objectives before beginning a game, as there are so many toxic players who don’t like it if a player doesn’t quit if they score first. If they fix these problems first it would mean so much more to me than keeping the FIFA name.
@NUFC65 I agree the passing especially through balls suck and the way the game gives advantage to gold teams in rivals etc is ridiculous I also agree that they should get rid of chemistry from the game as for the golden goal I agree I have played many people who expect u to quit after they score etc and if u don’t they will quit etc it’s really toxic I wish they would put things back into squad battles or rivals instead of friendlies again
I suspect that the loot box/card thing is an issue. That big licensing money is probably only worthwhile if the random buys are in the game, and doing well, and most of gaming seems to be done with random number purchasing.
@Deljo Yeah I know. 😂 I looked it up that one time, something weird like ALT 0423, b/c if they ever made that game it should have it, kind of like Pokemon is supposed to have it over the e, but I'm never typing it again. 😝
Pes21 is still the best football game imho. Fifa22 is definitely an improvement and is good for a few games with a mate but Pes21 is much better. I hope Konami save esports 2022 but I'm not holding my breath lol. 🤔
Anybody who believes EA is DUMB.
When anyone says it’s not about the money … it’s about the money
I think their yearly development cycle and focus on MTX is a much bigger impediment but sure, blame the brand.
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