The booming mobile gaming sector, the largest sub-segment of the larger business in terms of revenue production, has seen EA and other competitors such as Activision Blizzard Inc (ATVI.O) purchase significant amounts of merchandise.
For EA the mobile games segment, they make up for more than a 10% of the overall revenue.EA made billions to acquire Glu Mobile, UK-based Codemasters and Playdemic Ltd, to bulk the gaming options for its mobile platform with more gaming titles.Consumer spending on videogame hardware, accessories and content on the United States alone jumped to a record $56.9 billion by 2020, according data from research firm NPD.
"They make use of this opportunity to secure their future by purchasing knowledge and intellectual assets and to establish a presence in new fields," Joost Van Dreunen is a professor of video games' business aspects at New York University, said.Acquiring studios with strong mobile brands will enable EA to take advantage of the know-how and monetize on the already established player base at the same time.
EA claims that FIFA's Ultimate Team Preview packs improved sales.EA President Andrew Wilson has said that the new Preview Packs introduced within FIFA 21's Ultimate Team mode have been "well received by the general public" and boosted sales.
According to PC Gamer, during an investor call on August 4th, Wilson said that Preview Packs have led to "an increase in engagement" and "a higher rate of conversion of customers who spent." "It was dropping towards the time the season was over, therefore some of the data has to be taken in this context. However, the team is determined to continue to innovating in all of the offers we make and programs we have put together for our players, and believe we'll be able to grow the business over time," he added.
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