EA Sports Could Lose ‘FIFA,’ and That’s Not Bad

FIFA, the video game, fought FIFA, the soccer organization. Game publisher Electronic Arts is considering a generic alternative for the 28-year-old $ 20 billion franchise, after licensing talks reportedly stalled over a seven-figure fee.

EA’s current license contract in FIFA’s name expires at the end of the 2022 World Cup next December, and the company has yet to reach a new agreement. Negotiations between the two sides have been going on for two years, reports the New York Times. The main point is money: The Seasons reports that FIFA wants to double the amount of money it gets from EA, to more than $ 1 billion for every four -year World Cup cycle. On top of that, Like FIFA slap the “FIFA” brand beyond EA’s video game, seeking new partnerships in addition to its exclusivity deal.

“As we look forward, we’re also exploring the idea of ​​transforming our global EA Sports football games,” Cam Weber of EA Sports said. WRITES after launching in October at FIFA 22. “This means we are reviewing our agreement on naming rights with FIFA, which is different from all of our official associations and licenses around the world of football.”

daydreaming FIFA Sans FIFA is difficult. However, EA’s deal with FIFA is just one of about 300 licenses that drive the video game. As the international governing body of soccer, FIFA enforces soccer rules, expedites player transfers, and, of course, runs the World Cup, watching in the billions. What is not controlled by FIFA is probably more important to EA: many clubs, leagues, and in particular soccer players. Often, what EA gets from the FIFA license is a big, very important name.

“The fear we always have is how much we pay FIFA for what you get,” Peter Moore said. During his 10 years at EA, first as head of EA Sports and then COO, Moore was already available for FIFA license negotiations before leaving the company in 2017. He called the ongoing situation, particularly a years remaining in the licensing agreement, “never before.”

What sports fans want from a sports game is reality, according to Moore, who now works at Unity. FIFA 22 re-created 17,000 players, 30 leagues, 700 teams, and more than 90 stadiums with incredible fidelity. FIFA owes not much of that. There is a huge part of the game that can be implemented by national teams, leagues, and clubs. In addition, according to Moore, FIFA itself has had its fair share of controversy in recent years: the 2015 corruption scandal, allegations of bribery. The value of the FIFA brand is enormous, yes, but according to Moore, to many young people, “FIFA” is more recognizable as a video game than a corporate entity.

“This is the time you say goodbye to FIFA,” Moore said. “If there’s a time when EA needs to go, you go now.” EA recently registered “EA Sports FC” as a trademark in the UK and EU. Moore suggested taking only half of the hundreds of millions EA spent on FIFA licensing to start building that game. “Obviously, for both parties, maybe it’s time to think about doing something different,” Moore said.

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