Riccitiello: EA to become a platform

During EA’s FY2011 analysts’ call, EA CEO John Riccitiello announced that he aims for EA to become “a platform”. MCV contacted European senior VP Jens Uwe Intat to get him to explain the puzzling statement. His reply was thus: “The core of us being a platform is us trying to enter into a direct relationship with the consumer as best we can. We have our own distribution platform, we have our own EA Store, but outside we are also building relationships.

“Consumer relationships in the old world meant us doing advertising and driving consumers to stores to buy the game and they would have a relationship only with the retailer.”

“Now we have more relationships with more consumers, through different devices and different games and the aim is to aggregate that into one relationship between us and the consumer.”

So it’s still a load of buzzword nonsense, but now at least we have a better idea of what he meant.

There certainly has been a tendency for EA to push its own channels through on different platforms, and it seems we can expect more in that direction in the future.