EA building “online universe” with its catalog

Publishing giant EA is currently in the process of pooling its resources together to create an “online universe” throughout its huge catalog of games.

VP of Northern Europe Keith Ramsdale said as much at a company press conference this week, highlighting “a massive change in the way games are played” (via).

“At EA we see our brands as ‘online universes’, where the consumer plays how he wants, when he wants, and on the device that he wants.

“So, let’s take FIFA. Imagine a player gets up in the morning and plays an online match on his 360 before going to work. On the bus, on his way to work, he practices his free kicks on his tablet. At lunch he looks at the transfer window on his PC. On the way home he chooses his kit on his smart phone. Here’s the thing: when he gets home to play again on his 360 that evening, all those achievements and updates will be alive in his game.”

EA has been experimenting with these types of innovations for a while now; just last month Mass Effect 3 saw connectivity with the its iOS spin-off.

“EA are well-positioned by having globally recognised brands,” Ramsdale continued, “blockbusters such as FIFA, Battlefield, Medal of Honor, Star Wars, The Sims and Need For Speed to name but others. We’re very focussed on transforming all of our brands to these online universes. And that gives the consumer full control of how and when they play in rich worlds of content.”

Does this approach to online gaming work? Do people really want to have FIFA in their lives like that constantly?