Tiger Woods 10 for Wii: An Electronic Arts Epiphany

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Electronic Arts (ERTS) fascinates any industry observer. Strip away World of Warcraft and they are probably still the world’s biggest game publisher. They publish more genres of games and on more platforms than anyone else. In John Riccitiello they have an intelligent boss who says, and often does, many good things. They publish some of the very best game studios in the world. But they have been extremely unprofitable for some time now. And they are an organization in fundamental philosophical transition.

Old school Electronic Arts bought high profile IP licenses that someone else had built. Harry Potter, James Bond, Lord of the Rings (three British authors there), NFL, NBA, FIFA, Catwoman, etc. They then built an adequate, but nothing special, game and advertised it like crazy. Then they would make the minimum changes they could get away with and launch it as a sequel. Sometimes every year.

It was cynical and profitable but it was taking EA nowhere. They did not own the brands so they were not building value in the company. And they weren’t doing much for gaming.

New Electronic Arts creates original IP, which they own. They try and build quality too, by concentrating on Metacritic as an internal management yardstick. And they do interesting things. But there is a problem, the industry has moved on. In this console generation having a good game is no longer enough. Now you have to lead the genre. And that means building a brand, something that isn't something EA is very good at.

And so to Tiger Woods. This is the worst of old school EA cynicism. The company even gave it imaginative names, like Tiger Woods 2001, Tiger Woods 2003 and Tiger Woods 2005. It was a sausage factory producing distinctly average sausages. But all that has changed with Tiger Woods PGA Tour 10 for the Wii. They have obviously applied my rules for Wii development:

1. Don’t do shovelware. You are just damaging your brand(s).
2. Write Wii specific titles. Don’t port. You have to respect the interface difference.
3. Understand that most Wiis live in the lounge. And most other consoles live in the bedroom.
4. Polish, lots. Then polish some more.
5. Realize that you have to provide entertainment for the population at large. FPS titles are not a good idea.
6. You need to market completely differently. PR in women’s magazines will work a lot better than adverts in game magazines.
7. Talk to your wife/girlfriend. They understand the Wii better than you do.

And what they have created, using Wii MotionPlus, is the best golf video game ever. GameSpy said:

Tiger Woods 10 on the Wii is the definitive golf game. Beyond the high level of immersion from the Motion Plus controls, and the many months worth of entertaining game modes, this version welcomes the widest ever audience to a “sim” sports game. EA is leveraging the Wii perfectly.

Electronic Arts have taken one of their tired old franchises and made it into a world beater. But they have missed a trick. They don’t need Tiger Woods any more. They could have called this John Riccitiello Golf and sold just as many. They could have built a brand that they own that they could manage and profit from forever.

So while they have had an epiphany with regards to product they still have a long way to go to having the brand epiphany they need. When you own a genre with your own IP is when you have truly arrived. Call of Duty and Forza show the way.

And if Electronic Arts can show this much genius with MotionPlus just imagine what they will be doing with Natal.

Comments

[homersby:]

Great article except for the fact that World of Warcraft can't be stripped away since it belongs to Activision Blizzard who now dwarfs ERTS. Seriously, you publish stuff like this for people to read and you fail to know what you are talking about?

Aug 17 01:58 PM

[ProfitPower:]

I was asked... "Would you buy into Electronic Arts Future?"

Electronic Arts has to deal with the reality that its business is struggling in the face of the economy and its customers buying habits are adapting to our new economic environment. Whether we pull out of this cruddy economic environment or not; the habits of consumers will not change back to pre-recessionary spending. Listening to the consumer base will make or break EA at this point in the game. I think we all know the General Motors business model does not work. (www.battlefieldheroes....)

I have purchased numerous video games from EA in my life, dating back to Commodore 64 & 128 era.... over the years I've seen decent EA penetration into XBOX, PS, Wii, through this penetration EA established itself as a leader in the gaming industry.

Today, Electronic Arts cannot sit back waiting and hoping to release their next big hit (GTA) this will not be enough to stay positive (ERTS).

you have to ask yourself how much growth potential does Electronic Arts have?

Where will the revenue generating excitement come from?

Who is the next king of gaming environment? Activision?

Has Electronic Arts in general gone Stale?

Consider EA's total net loss of $4xx million which wiped out most their profits from the last 3 years,
which means no profit for the last four years. Currently, other than EA's Madden franchise and Sims Franchise, there really isn't much to be excited about; Furthermore. . .the Sims momentum seems to be staggering or just slowly dying (Gut feeling). In defense of EA; the gaming industry as a whole limps through this economic downturn.

Over the years Electronic Arts has been a great company, an innovator in marketing technology with great products to help them build the brand name we know of today, Although through years EA's questionable managerial tactics and lousy to poor profitability leads me to ask ; Is there something terribly wrong with EA today? The Former King of gaming software seems to be dropping like a rock, as a result of poor trend setting abilities, encompassed by terrible consumer support and satisfaction variables.

To paraphrase Albert Einstein through a monetary perspective.....EA must become a company of self-worth rather than, a company of monetary worth, in order to achieve kingdom it once had.

I, replied "Would you drink milk straight from the cows tit?" ~ figure that out:)

Where EA should be: www.battlefieldheroes....

EA Boss speaks the truth :

www.battlefieldheroes....



Note: everything in this read that maybe perceive as factual, may not necessarily be factual. This was written from my last remaining single cell organism, also known, as my brain cell(memory).

Also note: This is not directed at developers of battlefield heroes or its staff.

DrowsyJay
Happy Hunting!

DrowsyJay

Aug 17 08:50 PM

[Gaucho420:]

Ins't Nintendo the biggest game publisher in the world and by a long shot?

I love Tiger Woods Wii, it is brilliant...but let's not forget who came out with the Wii and with Wii Motion Plus...as good as Tiger is, Wii Sports Resorts BLOWS IT AWAY...and I love Tiger on the Wii.

Just sayin'...EA simply finally figured out how to use the Wii correctly, with this and with the Wii Fit competitor they have...but all they're doing is riding a much bigger company's coatails, so let's not spluge in our pants just yet for EA...good progress following someone else's lead, but how about some profitability?

Aug 21 06:27 PM