. Its latest and last installment with the FIFA branding,"FIFA 23," was the top seller in the franchise's entire history, company CEO Andrew Wilson said during EA's latest quarterly earnings call. And the"FIFA" franchise, which also includes mobile games, online services, esports leagues, and competitions, was a major revenue driver for EA.
"We've been building equity in the name of the game as"FIFA" for 30 some-odd years," Tinson said."And we're making a branding switch now. So that's going to be our constant challenge and our job as marketers: to help ensure that there is awareness of that change and that there's a real affinity for what we're delivering in the product itself."
"From a pure go-to market standpoint, you're seeing us introduce more about the brand earlier than we often would," Tinson said. For instance, EA announced the new branding as early as April, when it unveiled some of the soccer stadiums that would be featured in the game, including FC Barcelona's Camp Nou.