Electronic Arts: Strategic Differentiation in the Global Video Gaming Industry

6 Pages Posted: 29 Sep 2019

See all articles by Thomas Teeter

Thomas Teeter

University of the Incarnate Word

Ryan Lunsford

Arizona Christian University; University of the Incarnate Word

Date Written: August 20, 2019

Abstract

Electronic Arts Incorporated (EA) is a leading global developer of video game software with FY2018 revenues in excess of $5B. And although the organization has demonstrated innovative leadership in the industry for many years and has an established portfolio of “hit” game titles, industry trends have created an increasingly competitive environment. Digital game distribution, for example, has dramatically reduced the cost of product delivery, but has also negated a previous barrier to entry for new competitors. In a $36B industry that has been completely reshaped by digital content and distribution, EA seeks to better engage and retain players via digital capabilities. This case study analyzes EA’s differentiated competitive strategy founded on three pillars: Player-First, Commitment to Digital, and One EA. Each of these strategic focuses has a direct connection to trends in the transforming video game industry, as the company seeks to expand its player base across platforms, geographies, and business models. Together, these highlight the path for the company to operate more efficiently, create more engaging products and services, and develop increased customer loyalty towards EA games.

Keywords: Electronic Arts Inc., digital content, video games, strategy

Suggested Citation

Teeter, Thomas and Lunsford, Ryan, Electronic Arts: Strategic Differentiation in the Global Video Gaming Industry (August 20, 2019). RAIS Conference Proceedings - The 14th International RAIS Conference on Social Sciences and Humanities, Available at SSRN: https://ssrn.com/abstract=3459606 or http://dx.doi.org/10.2139/ssrn.3459606

Thomas Teeter (Contact Author)

University of the Incarnate Word ( email )

United States

Ryan Lunsford

Arizona Christian University

AZ
United States

University of the Incarnate Word ( email )

San Antonio, TX
United States

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