CHINTAN GHATE

En no: 090410116099

ELECTRONICARTS

Submitted To : Ms. Mala Mehta

Submitted By: ChintanGhate

TY.IT[09ITM04] [090410116099]

CHINTAN GHATE

En no: 090410116099

Certificate
SardarVallabhbhai Patel Institute of Technology, Vasad 388306,Gujarat - INDIA

This is to certify that Mr. Chintan J Ghate (090410116099) Of B.E I.T. 5th Semester has satisfactory completed his case-study titled EA in course E-Commerce & E-Business (151602) for the term ending October 2011.

Date :

Staff in Charge: Mala Mehta

Head of Department : V.P.Parmar

CHINTAN GHATE

En no: 090410116099

ACKNOWLEDGEMENT
It gives me a great pleasure and a feeling of complacency to present my case-study, EA. On this juncture I would like to thank all the person who were behind me and who constanlly guided me during the time of difficulties that I faced while developing this case-study. First and foremost I would like to thank the teachers of the I.T department at the SVIT for to whom I am indebted towards their invaluable contribution in making my case-study more presentable and without whom this seminar more presentable and without whom this case-study would have not been completed. I would like to give very special thanks to our seminar guide Miss Mala Madam for helping me develop the case-study and who always ready with her invaluable suggestions. Lastly, I would express my wholehearted appreciation to the SVIT family for the continues support, encouragement and valuable tips that were always available to me.

Mr. Chintan Ghate (090410116099)

CHINTAN GHATE

En no: 090410116099

INDEX
INTRODUCTION COMPANY HISTORY ORGANIZATIONAL PROFILE CASE STUDY 1 CASE STUDY 2 SWOT ANALYSIS CONCLUSION REFERENCES

CHINTAN GHATE

En no: 090410116099

INTODUCTION
FOUNDED: OWNERSHIP: GLOBAL HEADQUARTERS: EMPLOYEES: BACKGROUND:

May 28, 1982 Public (Nasdaq: ERTS) Redwood City, California 8,000 worldwide as of March 31, 2010 Electronic Arts Inc. is a leading global interactive entertainment software company. EA develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. In fiscal 2010, EA had 27 titles that sold more than one million copies, and five titles that each sold more than four million copies, including FIFA 10, Madden NFL 10, Need for Speed SHIFT, The SIMS 3 and Battlefield: Bad Company 2.

TOP SELLERS:

CHINTAN GHATE

En no: 090410116099

COMPANY HISTORY
Electronic Arts (EA) is a major American developer, marketer, publisher and distributor of video games. Founded and incorporated on May 28, 1982 by Trip Hawkins, the company was a pioneer of the early home computer games industry and was notable for promoting the designers and programmers responsible for its games. It is one of the largest video game publishers in the world. Originally, EA was a home computing game publisher. In the late 1980s, the company began developing games in-house and supported consoles by the early 1990s. EA later grew via acquisition of several successful developers. By the early 2000s, EA had become one of the world's largest third-party publishers. On May 4, 2011, EA reported $3.8 billion in revenues for the fiscal year ending March 2011. EA began to move toward direct distribution of digital games and services with the acquisition of the popular online gaming site Pogo.com in 2001.In 2009 EA acquired the London-based social gaming startup Playfish, and in June 2011, EA launched Origin, an online service to sell downloadable games directly to consumers.In July 2011, EA announced that it had acquired PopCap Games, the company behind hits such as Plants vs. Zombies and Bejeweled. EA is currently the No. 1 publisher in Western markets with a 16% segment share, and the second-largest social games company on Facebook. EA's rankings have been propped up by the launch of The Sims Social, which is currently the fastest-growing game on Facebook. On May 4, 2011, EA reported $3.8 billion in revenues for the fiscal year ending March 2011. On July 27, 2011, EA reported fiscal first-quarter profits had more than doubled on brisk sales of highly-anticipated sports and shooter games. EA earned $221 million, or 66 cents a share, in the three months that ended June 30. That's up from earnings of $96 million, or 29 cents a share, in the same period a year earlier. Revenue rose 23 percent to $999 million from $815 million.

CHINTAN GHATE

En no: 090410116099

EA has moved into providing new digital gaming goods and services (including downloadable games, paid downloadable content, mobile games and social games), and revenue from digital sales this year will likely total between $1.1 billion and $1.15 billion, representing a dramatic change in the company's business model. EA earned $833 million in digital revenue last year. EAs earnings are marked by an ongoing difference between nonGAAP and GAAP accounting which, for example, mandates deferrals of revenue related to services provided for online-enabled packaged goods and digital content. Consequently, EAs quarterly reports reflect hundreds of millions of dollars which, under GAAP accounting, are deferred for a period of months then appear in the earnings over multiple quarters subsequent to the original sale. Other companies with significant online revenues face similar issues. This can make it extremely difficult to understand the companys GAAP profitability. Currently, EA develops and publishes games under several labels including EA Sports titles,Madden NFL, FIFA Soccer, NHL, NCAA Football, SSX and NBA Jam. Other EA labels produce established franchises such as Battlefield, Need for Speed, The Sims, Medal of Honor,Command & Conquer, as well as newer franchises such as Dead Space, Mass Effect, Dragon Age, Army of Two and Star Wars: Knights of the Old Republic, produced in partnership withLucasArts.EA also owns and operates major gaming studios in Tiburon in Orlando, Burnaby,Vancouver, Montreal and DICE in Sweden.

CHINTAN GHATE

En no: 090410116099

ORGANIZATIONAL PROFILE
Founded in 1982, Electronic Arts have built an empire of brand lables , making them a successful developer and publisher in interactive entertainment. EA publishes it's titles under different five different labels: EA Games, EA Sports, EA Play, EA Interactive and EA BioWare. EAD, Electronic Arts Distribution, is EA's third party publishing house, which distributes titles from the likes of Disney Interactive, Lego, LucasArts, Squaresoft and more through-out Europe, the US and Asia-Pacific (Australia). EA Studios is EA's development arm, which consists of studios dotted around the US, with the more common studios in use in Seattle and Canada. EA also has developement studios in Japan and London.

CHINTAN GHATE

En no: 090410116099

EA Games Label
The EA Games Label is home to the largest number of EA studios and development teams, which together create an expansive and diverse portfolio of games in such genres as action/adventure, role playing, racing, and first-person shooter. In addition to traditional packaged goods games, the EA Games Label also develops massively-multiplayer online and Play-4-Free which are persistent-state virtual worlds where thousands of other players can interact with one another. The EA Games Label portfolio includes several established franchises such as Need for Speed, Battlefield, Mass Effect, and Medal of Honor. In addition, the EA Games Label has launched new franchises including Dead Space, Mirror's Edge and Army of Two, and has additional titles in development. The EA Games Label titles are developed at the following studios: BioWare (located in Edmonton and Montreal, Canada and Austin, Texas), Black Box (located in Vancouver, Canada), Criterion (located in Guildford, England), DICE (located in Stockholm, Sweden), EA Los Angeles, EA Montreal, Visceral Games (located in Redwood Shores, California), Mythic (located in Fairfax, Virginia), Phenomic (located in Ingelheim, Germany) and EA Partners. The EA Partners group teams with external game developers and third party studios to provide these partners with a variety of services including development, publishing, and distribution. Current EA Partner studios included MYV/Harmonix, Epic, Grasshopper, Respawn, and Valve.

CHINTAN GHATE

En no: 090410116099

EA SPORTS Label
The EA SPORTS Label brings together a wide collection of sport-based entertainment experiences marketed under the EA SPORTS brand. EA SPORTS games range from simulated sports titles with lifelike graphics based on real-world sports leagues, players, events and venues, to more casual games with arcade-style gameplay and graphics. Our EA SPORTS franchises include FIFA Soccer, Madden NFL Football, Fight Night, NBA Elite, NBA Jam, NCAA Football, Tiger Woods PGA TOUR, EA SPORTS MMA, NHL Hockey, and EA SPORTS Active. Games are developed at our EA Canada (located in Vancouver, Canada) and EA Tiburon (located in Orlando, Florida) studios. In addition to packaged goods games, the EA SPORTS label offers online-only gamers and entertainment. In Korea, EA SPORTS currently offers EA SPORTS FIFA Online , a free-to-play online game in which players may purchase additional in-game content from us (we refer to these consumer purchases of small elements of additional content as "micro-transactions"). We expect to introduce other online games under the EA SPORTS brand in the future. EA SPORTS also seeks to increase its global presence through the introduction of new web-based communities centered on our portfolio of sports games.

CHINTAN GHATE

En no: 090410116099

EA Play Label
The EA Play Label creates and markets games and experiences that are easily accessible, inspire creativity and fun, and transcend core video game culture into a world of engaging and relevant entertainment for people of all ages. Everyone is the EA Play Label consumer - from seniors to tots to experienced gamers to those who have never played a game. The EA Play Label includes The Sims Studio, MySims, EA's Hasbro, Maxis and Casual Studios. The Label creates games based on original IP and licensed IP, with titles such as Harry Potter, BOOM BLOX, and many more. The Sims has sold over 100 million units world-wide since it was originally launched in 2000. A significant factor in its success has been the regular introduction of expansion pack with new content and gameplay features that can be purchased and used in connection with our core products, The Sims and The Sims 2. The Sims 3 shipped in June 2009 along with an all-new online store and new community features. In addition to expansion packs, the Sims Studio also developed several console products, most notably MySims and SimAnimals on the Wii and DS. In August 2007, EA entered into a strategic relationship with Hasbro through which we can create games based on a significant number of Hasbro's classic board games and toys, including MONOPOLY, SCRABBLE (North America only), YAHTZEE, TRIVIAL PURSUIT, NERF, G.I. JOE, and LITTLEST PET SHOP.

CHINTAN GHATE

En no: 090410116099

EA Interactive Label
EA Interactive represents EAs business in the emerging areas of online and mobile games. EA Mobile is the worlds leading wireless entertainment publisher including the #1 app developer on Apples App Store -- with awardwinning games such as Tetris, Scrabble, Bejeweled, The Sims, and Need For Speed. Pogo.com is one of the leading casual gaming destinations on the Internet, with more than 1.9 million paying subscribers each month. EA Interactive is also home to EAs growing business in the social gaming sector. Led by Playfish, which EA acquired in 2009, gamers of all ages enjoy titles like Pet Society, Hotel City and Restaurant City on social platforms like Facebook and others.

CHINTAN GHATE

En no: 090410116099

EA BioWare Label
The BioWare Label is a division of EA which crafts high quality, multiplatform, role-playing, MMO and strategy games, focused on emotionally engaging, rich stories with unforgettable characters and vast worlds to discover. Since 1995, BioWare has created some of the industrys most critically acclaimed titles and franchises, including Baldur's Gate, Neverwinter Nights, Star Wars: Knights of the Old Republic, Jade Empire, Mass Effect and Dragon Age. BioWare also oversees the award-winning MMOs Warhammer Online: Age of Reckoning, Dark Age of Camelot and Ultima Online. BioWare currently operates in seven locations across the world, including Edmonton (Alberta, Canada), Montreal (Quebec, Canada), Austin (Texas), Fairfax (Virginia), San Francisco (California), Los Angeles (California) and Galway (Ireland). Currently announced projects at BioWare include the story-driven, massively multiplayer online roleplaying game, Star Wars: The Old Republic, Mass Effect 3, the sequel to 2010s Game of the Year Mass Effect 2, ongoing downloadable content for Dragon Age II such as Dragon Age II Legacy, the social Play4Free RPG for Facebook and Google+, Dragon Age Legends, and the new Play4Free online multiplayer PvP game, Warhammer Online: Wrathof Heroes.

CHINTAN GHATE

En no: 090410116099

CASE STUDY 1:
THE CHALLENGE:
Reduce risk associated with new product introduction and increase revenues by more optimally allocating marketing spend for new products. EA spends some $600M on marketing every year. The efficient allocation of these funds is crucial. A marketing campaign must be carefully synchronized with product launch to maximize its impact.

THE SOLUTION:
EA deployed Crowdcast Team Intelligence Platform to gain access to the knowledge of their workforce. EA leveraged the insights of its diverse and knowledgeable employee community via the Crowdcast Team Intelligence Platform for product launch dte forecasting.

THE RESULT:
$15-20M in additional revenues as a result of optimizing marketing spend around top quality games. 31% improvement in game quality and product ship date forecast accuracy. An enthusiastic, diverse, and engage employee community.

CHINTAN GHATE

En no: 090410116099

CASE STUDY 2:
THE CHALLENGE:
Electronic Arts FIFA line of games is one of the most authentic football (soccer) simulation experiences, constantly competing for market leadership with new versions and editions. The goal of the FIFA 09 Launch Campaign was to increase market share and to continue to convert hardcore football gamers from competing games with a clear and powerful online message. EA and Mediacom also ,wanted to leverage FIFA 09s improvements compared to FIFA 08 , as evidenced in reviews by leading gaming site.

THE SOLUTION:
Use of MediaMind Analytics Tools to enalble EA to understand publisher overlap of unique users, including which publishers delivered the highest unique reach across the campaign.

THE RESULT:
The client was thrilled with the campaigns reach of 3.17 million users. FIFA 09 became the number one football game sold at Christmas and record sales levels were reported with over 2.6 million copies sold by the end of March 2009. The campaign also reached 36% of the total UK football gaming market, with 26% of these users seeing the online activity before other media, which included TV, print, radio and outdoor.

CHINTAN GHATE

En no: 090410116099

SWOT ANALYSIS

The SWOT Analysis enables a company to recognize its market standing and adopt strategies accordingly. Here SWOT analysis of HYUNDAI company is made to understand the positioning of the company better.

CHINTAN GHATE

En no: 090410116099

STRENGTHS:
Leading independent developer, publisher and marketer of video games with the biggest market share. EA develops product families (franchises) around many products. Every year they release new version of most of their sports games. Games are capable of operating on multiple platform systems. EA has exclusive deals with Major League Baseball, Madden Franchises, Major Soccer Clubs.

WEAKNESSES:
EA acquires the rights to include these kinds of intellectual property in their products through license agreements . These licenses are typically limited to use of the licensed rights in products for specific time periods. Royalty fees are set by console manufacturers . Sales are dependent on new release of platform systems. Game release times have to be tied into specific times of year, Christmas sales, sports seasons and major sporting events, any miscalculation of production and distribution further hurts sales, and makes their assets less profitable.

OPPORTUNITIES:
The computer gaming industry has begun to recognize that the U.S. Army needs simulation training and EA Games can provide the instruments to achieve their goals. Games are also being adopted for defense, medicine, architecture, education, city planning and government applications.

CHINTAN GHATE

En no: 090410116099

A line of interactive training tools featuring voice commands and instructional coaching. On-line gaming can be a potential new distribution source for the company . New gaming consoles with advent of 3D Technology.

Threats:
Software piracy has become a serious problem, especially in countries, like South Korea where laws are not enforced; software is pirated and distributed without much fear of consequences, cutting into EA Games' profits. Rising costs due to development of next generation games. Increasing licensing fees. Patent claims. If sales for a gaming console wane (such as a software/game sales will slump. Playstation or Wii)

CHINTAN GHATE

En no: 090410116099

CONCLUSION
Electronic Arts is the number one video game publisher in the United States, which develops, markets, publishes, and distributes interactive software games for consoles and PCs. Analysis of Electronic Arts has demonstrated the company is well positioned financially as well as competitively in the software industry. The industry is in a transition period and that with the release of the new game platforms due out in the coming time, EAs is positioned to benefit greatly in the sales of new generation games.

CHINTAN GHATE

En no: 090410116099

REFERENCES:
http://www.mediamind.com http://www.predicat.net http://aboutus.ea.com/home.action http://www.scribd.com/ http://www.google.co.in/