Electronic Arts (EA) bets that the force will be with it after it invested more money and energy into Star Wars: The Old Republic than any game in the firm's 30-year history. Baird analyst Colin Sebastian sees the endeavor as an "all-in" bet for the firm. "This caps years of development and hundreds of millions of dollars. It's a very important part of their pipeline for the next several years. If it's a failure, it's a huge loss for EA."