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Wednesday, December 1, 2021

EA Sports may lose “FIFA”, which is not bad

FIFA, Video games, are at war with the football organization FIFA. Game publisher Electronic Arts is considering a universal alternative to its 28-year-old, $20 billion franchise, after license negotiations were reportedly stalled due to seven-figure fees.

EA’s FIFA name licensing contract will expire at the end of the 2022 World Cup in December next year, and the company has not yet reached a new agreement. The negotiation between the two parties has been going on for two years, report New York TimesThe main sticking point is money: era According to reports, FIFA hopes to more than double the amount it receives from EA, exceeding $1 billion every four years in the World Cup cycle. the most important is, FIFA wants Not only did EA put the “FIFA” brand on EA’s video games, it was also seeking new partnerships beyond its exclusive agreement.

“Looking forward, we are also exploring the idea of ​​renaming our global EA Sports football game,” Cam Weber of EA Sports wrote After launch in October FIFA 22“This means that we are reviewing our naming rights agreement with FIFA, which is separate from all our official partnerships and licenses throughout the football world.”

Imagine FIFA No FIFA is tricky. However, the transaction between EA and FIFA is only one of about 300 licenses that power video games.As the international governing body of football, FIFA enforces football rules, promotes player transfers, and of course, is also responsible for hosting the World Cup and watching BillionsWhat FIFA has no control over may be more important to EA: many clubs, leagues and specific players in football. In most cases, EA gets a very large and very important name from its FIFA license.

“What we have always worried about is how much we paid FIFA for what you get,” Peter Moore said. In EA’s 10 years, first as the head of EA Sports, and then as the chief operating officer, Moore has been attending license negotiations with FIFA before leaving the company in 2017. “Unprecedented.”

Moore, who now works at Unity, said that sports fans want the authenticity of sports games. FIFA 22 17,000 players, 30 leagues, 700 teams and more than 90 stadiums have been rebuilt with incredible fidelity. Not much is owed to FIFA. There is still a large part of the game that can be played through national teams, leagues and clubs. In addition, Moore said that in recent years, FIFA itself has also had a lot of controversy: 2015 corruption Scandal, accusation briberyThe value of the FIFA brand is huge, yes, but according to Moore, for many young people, “FIFA” is more like a video game than a corporate entity.

“This is when you say goodbye to FIFA,” Moore said. “If there is time for EA to go away, you can go now.” Recently, EA Registered “EA Sports FC” is a trademark of the United Kingdom and the European Union. Moore suggested that only half of the hundreds of millions of dollars spent by EA on the FIFA license be taken to start building the game. “Obviously, it may be time for both parties to consider doing something different,” Moore said.

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