In the world of video gaming, few franchises have had as profound an impact as FIFA, the beloved soccer simulation game from Electronic Arts (EA). For decades, FIFA has been the go-to title for soccer enthusiasts, offering an immersive and realistic experience that has kept millions of players glued to their screens. However, you may be wondering what EA FC is and why it has deviated from its original FIFA title. Well. This is due to a dispute over the value of the FIFA brand, which led to a bitter breakup in 2022 with EA, which had been paying a reported £122 million a year to license the name of the football governing body for games.
In this blog post, I will be applying Curran and Seaton’s Media Industries Power theory. This theory can be compiled into three main components. Firstly, the theorists suggested the idea that the media is controlled by a small number of companies primarily driven by the logic of profit and power. Secondly, they also suggested the idea that media concentration generally limits or inhibits variety, creativity, and quality. Finally, both theorists proposed the idea that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions. The majority of these ideas can certainly be applied to EA FC and Electronic Arts.
In regards of the first and second points, the idea that the media is controlled by a small number of companies primarily driven by the logic of profit and power and that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions can certainly be said about the conglomerate that runs EA FC. Electronic Arts (EA) Sports is undeniably a major player in the world of video game development and publishing, particularly within the sports gaming genre. While the company's primary focus is on creating sports video games, it has a significant influence on media concentration in several ways. The most important factor in how EA operates is EA Sports’ has secured exclusive licensing agreements with several major sports leagues and organizations, including the National Football League (NFL), National Basketball Association (NBA), and the Union of European Football Associations (UEFA). These exclusivity deals give EA Sports a virtual monopoly over video game adaptations of these leagues, limiting competition and diversification in the sports gaming market. Applying the Media Industries Powe theory, you can suggest that this concentration of licenses can reduce consumer choice and innovation.
Also, it is important to note that EA Sports is part of Electronic Arts, a massive video game conglomerate. This vertical integration allows EA to control various aspects of game development, publishing, distribution, and even streaming services. Such control gives EA a substantial advantage in the market and contributes to media concentration as it consolidates power within a single corporate entity.
Furthermore, EA Sports titles often include in-game advertising, featuring real-world brands and products within their games. This can certainly be said about EA FC with the recent Nike promotion with the release of special cards, in Ultimate Team, which was very similar to previous promotions such as the Adidas Predator promotion in FIFA 23. This practice not only generates additional revenue for EA but also strengthens their relationships with advertisers, reinforcing their dominant position in the gaming industry. Smaller game developers may find it challenging to secure similar advertising deals.
EA Sports' games have become a significant part of popular sports culture. Many professional athletes play and promote these games, further solidifying their position in the media landscape. This can be shown in EA FC 24, as not only do many players often talk about the game in interviews, but every year upon the game’s release we see players react to their UT card. This cultural impact reinforces EA's media concentration as it becomes synonymous with sports gaming.
In conclusion, EA Sports, through its licensing agreements, vertical integration, marketing efforts, in-game advertising, online services, and cultural influence, plays a substantial role in media concentration within the video game industry. While this concentration can have advantages, such as high-quality game development, it also raises concerns about reduced competition, limited innovation, and potential negative impacts on consumer choice. As the gaming industry continues to evolve, it's essential to monitor how companies like EA Sports contribute to and navigate the challenges of media concentration.
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