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Major Executive, Label Shifts At Electronic Arts
Major Executive, Label Shifts At Electronic Arts
August 4, 2011 | By Frank Cifaldi

Major games publisher Electronic Arts has announced a number of major organizational shifts for its various divisions and its top-ranking executives, among them the emergence of BioWare as its own label.

The most major change is the formation of a division called EA Labels, which will oversee its EA Games, EA Sports, EA Play and BioWare divisions. EA Labels will be presided over by Frank Gibeau, formerly president of EA Games.

BioWare has been splintered off from the EA Games label into its own organization. As part of the change, it will now oversee Dragon Age Legends studio EA2D, now part of a BioWare San Francisco organization, according to a new EA job post discovered by Gamasutra.

EA Sports president Peter Moore, the former Microsoft executive who helped launch both the Xbox and Xbox 360, has been promoted to chief operating officer of Electronic Arts.

According to company filings, he will oversee "EA’s global publishing organization, global online initiatives including the Origin platform, media sales and central development services."

Finally, the company revealed that PopCap will be part of the EA Interactive business currently headed by Barry Cottle, following the close of its acquisition. PopCap will join Playfish, Pogo, EA Mobile, the company's online and mobile business in Asia, and its Hasbro partnership.

EA CEO John Riccitiello commented that the move is part of the company's shift from 'defense' to 'offense' that he first outlined back in May.

"We’re focusing on building our intellectual properties/franchises into year-round business," he wrote today.

"We are already seeing big returns on our investment in change. That’s why this is precisely the right time to update our organization."

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Tim Hesse
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"We’re focusing on building our intellectual properties/franchises into year-round business," he wrote today.

Wasn't he the one calling out Kotick and Co. for doing this exact same thing (that they used to do) saying it doesn't work?

Craig Timpany
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A charitable interpretation would be that he's talking about services rather than ATVI's annual sequels.

Kevin Cardoza
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Yeah, he did call out Activision for that. Seeing as EA's promotion of new IP and EA Partnerss program has for the most part been a disaster and Activision is rolling in dough, I'm sure his shareholders are asking him to change his view.

Michael Backus
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I'm confused. How has the EA's new direction been a disaster? Their stock is twice the value it was a couple years ago, they've completely changed their approach to publishing games, and they trying to evolve as the industry changes.

And Activision is rolling in dough? I realize that WoW and Modern Warfare make all the money for Activision, but that can't last.

Over the last few years it seems to me that EA is going in a much better direction than Activision. Kotick's definition of innovating is rebooting Guitar Hero per his quote in Forbes. While EA is attempting to move into the digital age, and make fewer games at a higher quality (obviously some games may be debatable if that's successful or not).

Dylan Tan
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I dont know much about EA to be honest but i always has this perception that EA are overly business minded when they design a game. While their game are quiet entertaining, too much emphasis on monetizing on the game can be a turned off, especially downloadable contents parts. Not that this is bad but I think corporation start to loose what it is to make games what it is, Fun/Entertaining. I dont know. Maybe I getting the wrong perception?