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Running head: , INC. BUSNISS PROPOSAL 1

Electronic Arts, Inc. Business Proposal

Alejandro Gutierrez-Pereira

Full Sail University ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 2

Table of Contents

Brief History of the Company………………………………………………………………Pg. 3

Industry Forecast……………………………………………………………………………Pg. 6

Customer Demographics……………………………………………………………………Pg. 6

Competition…………………………………………………………………………………Pg. 8

Current Status of the Company……………………………………………………………..Pg. 11

Customer Feedback…………………………………………………………………………Pg. 12

Problems Found From Research…………..……………………………………………….Pg. 14

Plan……………………………………………………………………………………….....Pg. 15

ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 3

The gaming industry has been around for decades and with the advancements in technology there is always something new for consumers around every corner. There are very few gaming companies that are able to stay in business and create a reputation for themselves. Among those few is Electronic Arts, Inc. Today I am here to talk to you about a business proposal I have for the future of EA Sports Madden NFL.

Electronic Arts, LLC is an American, publicly traded corporation located in Redwood City, CA.

“EA develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers” (Electronic Arts, 2019). Our company is best known for creating popular games such as , Madden NFL, and Plants vs. Zombies.

“Electronic Arts was founded in 1982 by three former managers of Apple Computer: William M.

(Trip) Hawkins III, who was a marketing director at Apple and at age 26 became head of the new enterprise; William Bingham (Bing) Gordon, who became the company's director of marketing; and Tom Mott. Both Hawkins and Gordon earned MBAs from ” (Electronic

Arts Inc., n.d.). Since 1982, we have grown the company and ensured that we stayed up to date with the changes in technology as well as society. “Over the last few years, EA changed its strategy to focus more on delivering games directly to consumers through online and wireless networks” (MarketLine, 2019). With more and more people turning to their cell phones to play games it only made since that we developed mobile games as well.

We are a well-matured company that has cemented itself as one of the industry leaders. When considering some of the financial results our company has achieved in the past 5 years, one can see how dominant we have become in the video industry. Our market capitalization has stood over $20.5 billion since 2016. "EA is fundamentally sound, with return on equity (ROE) above 28%, operative margin above 22%, as well as having low debts and good cash flow" ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 4

(DePersio, 2018). EA Sports line of games such as Madden NFL, NBA Live, NCAA Football and FIFA among others are titles with yearly releases and an outstandingly loyal audience.

The industry is becoming massive in reach and profitability as the years pass. With a reported market value of $134.9 billions in 2018 it is evident the is reaching new heights at an incredible rate. "This value represents an increase of 10.9% over 2017"

(Batchelor, 2018). Two big roles to this rise in in the video game industry is attributed to mobile gaming with a reported value of $63.2 billions in 2018 (Batchelor, 2018). As well as, the rise in popularity of competitive gaming at a global scale, an example of this is esports.

Our company represents the gaming and entertainment industry. At Electronic Arts, Inc., we develop and deliver games, content and online services to our customers for internet-connected consoles, mobile devices and PCs. A key benefit we offer our customers is EA Access.

“Launched in 2014, EA Access is publisher Electronic Arts’ own slice of the subscription service world, offering One and PlayStation 4 owners access to its wide library of titles (known as the 'Vault') as well as some additional incentives such as early trials of the newest games and a

10% discount on EA digital purchases” (Boyle, 2019). This service offers members instant access to our game library, a 10% discount, and early access to download and play new releases before anyone else. PC users can take advantage of our sister service called Access. By purchasing our subscription “you can get all-you-can-play access to the “EA Access Vault”, a library of over 50 games. This includes both games and older games you can play on your Xbox One through backwards compatibility” (Hoffman, 2017).

When comparing Electronic Arts’ games to others its apparent that we have the lower prices for the services we offer. The price for access for a year to our subscription services will cost you only $29.99. Compared to an Xbox Gold Membership for $59.99 a year and PS Plus $59.99 a ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 5 year, that is a steal! We offer a lower price than Xbox and PlayStation to give our customers an incentive to join our subscription. While we offer an online based library for them to choose games from, customers would still need to purchase an Xbox Gold membership in order to play online multiplayer. This is why we have half the price for an online subscription.

Just like with most things in the world, anyone could attempt to get into the gaming industry.

That is why there is a whole genre called Indie games. The problem is most never move beyond that first stage and that results in very few with the ability to make their way into the top game developers. It is different for those trying to get into the gaming subscription service. Just like with us, you would have to have enough games to create a large library that you could offer customers. Without this you would never find customers who would be willing to try your subscription service. For our company, you couldn’t substitute what we have to offer because we offer customers access to our content. If you want, you could become a member to another company’s subscription service, but they would only be able to offer you their content and not our content or our deals. This isn’t something we consider our biggest threat to the industry.

Video streaming services such as Hulu and as well as YouTube and would be the top threats to the gaming industry. If people spent more time binge watching episodes of shows on Hulu and Netflix, they would have less time to play our games. With YouTube and Twitch the treat is that people nowadays are spending more of their time watching another person play games rather than playing the game themselves. “Gamers watch sports on television more often than they watch other people playing games on sites such as Twitch. However, gamers 18-25 spend 77 percent more time watching other people playing online than watching broadcast sports, and those 26-35 spend nearly the same amount of time watching online gaming as ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 6 broadcast sports” (Limelight Networks, 2019). This change in society’s habits would explain the growth in a new technology called .

We strive to ensure that Electronic Arts, Inc. keeps up to date with the changes in technology and society in order to continue being a successful company who can continue to provide our clients with all their gaming needs. From starting out as a simple company who published games and productivity software for PCs to taking on gaming studios and franchises, we strive to continue being one of the top companies in the gaming industry. While the future is uncertain, we believe that the next big thing in the gaming industry will be virtual reality. “The virtual reality (VR) market is expected to grow from USD 7.9 billion in 2018 to USD 44.7 billion by 2024, at a

CAGR of 33.47% during the forecast period” (Markets, R. A., 2019). This is a perfect business opportunity for us to take advantage of. Virtual reality has just started to take off and we need to act fast to become successful in this opportunity before us. Afterall, it’s only a matter of time before our competitors come to the same realization and jump on this great business opportunity.

Madden NFL has been around since 1988. There is no other in history that can rival Madden NFL. When considering the target demographic, it is of extreme importance to take the history of this franchise into account. In an interview for gamesindustry.biz Vice President of

Global Marketing for EA Sports Anthony Stevenson stated in 2014 that they struggle to reach a specific audience. He stated that “Madden is a franchise that's 26 years old, and that's a little bit of a blessing and a curse" (Sinclair, 2014). He continues to explain that the blessing is their very own fanbase, as they have grown loving this game for over two decades. Stevenson proceeds in his interview to state that the curse side of this already matured franchise is how difficult it is to market and reach new audience. People that have not grown up with the game (Sinclair, 2014).

In other words, the target demographic for Madden NFL is composed of those very loyal and ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 7 mature fanbase, and a newer one target audience, younger more impressible and highly competitive.

Will Brinson from CBS sports in his article As Madden Championships unfold, eSports look like an important part of NFL's future, he mentioned that there are several factors affecting the ever- growing fanbase of this video game franchise. One of these factors being the increase of popularity of the game in the video game competitive scene, in this case eSports. In this article

Brinson mentions that “the demographics aren't a narrow base; they're a swath of the ideal age range that every single advertiser and programmer wants to laser in on” (Brinson, 2017). The current audience is split in female and male players, with male players occupying little over 70% of the fanbase. The addition of highly influential female figures like in the game marketing campaigns such as the Madden NFL 19 game commercial title Make Your Play Part

1, clearly shows the focus on attracting younger audience as well as focusing on females and minorities. The age in which game reaches peak popularity is that of 18 to 44 years old. This age group clearly accounts for the more loyal and mature audience as well as the new audience the game is always attempting to reach. As Stevenson said in his interview when referring to their goal of attracting younger audience, “You're not going to attract a new audience with a feature.

You're going to attract a new audience by catering to what they're passionate about, which in this case is football, competition, and the celebrity talent they like” (Sinclair, 2014). One advantage of this game being out for three decades now is that the older generations of fans are now parents and some grandparents, and they are introducing the game to the younger generations. This audience demographic highly varies in social economical class and income. The internet and expansion of EA in the global market has allowed for the game to reach an international fanbase, yet the core audience resides in North America. The game is also considered to be played by ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 8 over 50% of the NFL players who want to play as themselves against their idols, practice game strategies and more. Finally, the game attempts to stablish a strong competitive experience suited for all ages and players.

Potential customers have several options on where they can buy EA Sports Madden NFL and other EA games. To get a disk copy of the games they could go to any game store or electronics section to find them. This includes GameStop, BestBuy, Walmart, , Target, etc. If you want to access the game electronically you can do so by purchasing a subscription to EA Access through both the Xbox and PlayStation platforms. Finally, if you are a PC fan you can use the sister service designed for PC users called EA Origin.

No other gaming company offers what we have. This is because “A decade ago, Electronic Arts - the publisher of the Madden series - secured the exclusive rights to produce NFL and NFLPA- licensed video games on consoles” (Grisham, 2015). It would cost a lot of money for another company to come in and try to make a football game with fake teams and stadiums but compared against EA Sports Madden NFL it just wouldn’t work out. These attempts would fail since “fans want to see their favorite real teams and players in their actual stadiums, doing what they do” and only EA can provide that service (Grisham, 2015).

EA Sports has three major competitors which are Rockstar, Activison Blizzard and . Just like with EA Sports Madden NFL franchise, Rockstar and Activison Blizzard both have their own set of franchise games. Rockstar is known for games like Grand Theft Auto, NBA and

Red Dead Redemption. While Activison Blizzard is known for , Overwatch and

World of Warcraft. However, Ubisoft does not have a franchise game. This could be considered a strength to the company since it is the only one in this group that provides customers with a diverse game lineup. ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 9

For Rockstar, the franchise games are a strength as they provide the company with a great reputation. “It should be noted that Rockstar Games -- the Take-Two subsidiary that created the

Grand Theft Auto and Red Dead franchises -- has gained the reputation of being one of and most consistent game development studios in the industry” (Ballard, 2019). Some of

Rockstar’s strengths include exceptional storytelling and world building along with a high for quality control. “GTA V and RDR2 are strong contenders for the best open worlds in video game history, Rockstar has been doing a good job in this department for quite some time” (Khondaker, 2018).

As for Activison Blizzard, their strengths are more toward the financial side rather than the development side. “With more than $3.3 billion in cash and short-term investments and no debt, it has the flexibility to obtain more intellectual property and talent. Competitors Electronic Arts

(: EA) and Take-Two Interactive (NASDAQ: TTWO) don't have that level of resources” (Mueller, 2010). Their cash and short-term investments give them an advantage over

EA. One major weakness to Activison Blizzard is their lack of games offered on mobile devices.

One major weakness for both Ubisoft and Rockstar is essentially the battle royale games style.

As one of the major battle royal games, “ has grown at a blistering pace, reaching 125 million registered players in less than a year since its launch. In comparison, it took Overwatch almost two years to reach 40 million registered players” (Ballard, 2018). The growth in popularity for types seems like a wasted opportunity for these companies to not join in on the trend.

Madden NFL remained the king of Sports video games until 2018, when FIFA accomplished over 193 million copies sold worldwide (Workman, 2018). FIFA belongs to EA Sports; same ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 10 thing happens with NCAA Football. There is no evidence that contradicts the fact that Madden

NFL stands tall and alone versus its competitors.

For EA Sports Madden NFL, they could take page out of Rockstar’s book and focus more time and details into creating better quality NFL games. This would give the franchise a boost and customers wouldn’t feel like they are just playing the same game year after year. A franchise is a great thing for EA to have and just because they don’t have competition for that brand of game doesn’t mean they shouldn’t try to make it the best out there. Consumers don’t want to buy the same game year after year. EA Sports Madden NFL needs to bring the best quality game to the consumers to ensure that sales stay up and the franchise lives on so the company will have a positive result from one of their top selling games.

It is very hard to pin point a specific selling proposition that is unique for a franchise who has basically no competition. This is a franchise that has had over three decades to polish their game, their software, this is a game with millions of coding lines, all which highlight an extraordinary game. This is a franchise that knows their fanbase and they are always listening, attentive to what the audience wants, what the players want and execute accordingly. Madden NFL is the second best-selling sports game in the world recently taken over by EA Sports FIFA (Workman, 2018).

Regardless, Madden has over 100 million copies sold and continues to have little to no rivals.

Their unique selling proposition is that professional NFL players love it and trust it, professional video gamers are taking this game to a new professional platform. The game is exciting, fresh every year, the mechanics are not hard, yet the play books could have very high levels of complexity. The game reflects the passion and enthusiasm of the fans, players and EA Sports team. The quality and history of the game speak for themselves. ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 11

Electronic Arts, Inc. has a management team of ten individuals whose names are Andrew

Wilson, Blake Jorgensen, Laura Miele, Chris Bruzzo, Ken Moss, Mala Singh, Jacob Schatz, Joel

Linzner, Ken Barker, and Matt Bilbey. The management team is mostly made up of individuals with management experience and some also have industry experience. As for the Board of

Directors, they are made up of 9 individuals. They are Leonard S. Coleman, Jay C. Hoag, Jeffrey

T. Huber, Lawrence F. Probst III, Talbott Roche, Richard A. Simonson, Luis A. Ubinas, Heidi

Ueberroth and Andrew Wilson. Most of these people are directors or other high level positions in other companies, serve on multiple boards, and are highly educated business people.

“At EA, our Purpose & Beliefs are the foundations of our shared culture. Our Purpose & Beliefs motivate us. Unite us. Inspire Us” (Electronic Arts, 2019). Our beliefs consist of six key factors which include creativity, pioneering, passion, determination, learning and teamwork. These six factors are what makes up our corporate culture. After carefully analyzing reviews on Glassdoor we find that overall the corporate culture is transparent in certain values but not quiet all to outsiders (EA Sports Reviews, n.d.). One reviewer who was employed by us for 5 years stated that, “Company has a very large return customer basis, is not really too interested in being a trend setter or exploring new territory” (EA Sports Reviews, n.d.). This doesn’t convey that we are pioneering or creative for that matter. Another reviewer that worked for us for over a year stated that we have a “passionate team and great vision from the company” (EA Sports Reviews, n.d.). This does show that our belief of passion and teamwork are recognized. Overall our score is a 3.6 of 5 stars and over half the reviewers would recommend us to a friend. This shows that we are doing good but need to improve ourselves in order to make sure all our beliefs are transparent to everyone. ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 12

The gaming industry is constantly changing with the advancement of technology. “The demand for gaming has expanded with the widespread availability of low-cost internet access, penetration of mobile devices along with the growing popularity of streaming games. In addition, the demand for games content to power immersive experiences such as Augmented Reality and

Virtual Reality is growing exponentially” (Markets, 2019). Currently, our company is capitalizing on a few of these trends including streaming games and mobile games. We offer customers a steaming service called EA Access for our console users and Origin Access for PC users. We also provide a varity of mobile games including Madden NFL Overdrive. On August

15 EA will celebrate one year anniversary since the release of the super hit Madden

NFL Overdrive Football. The success of this game is undeniable in just one year Madden NFL

Overdrive has well over 10 million downloads on Google Play Store (Madden NFL Overdrive

Football, n.d.). The overwhelming positive reviews reveal an excellent level of acceptance by the public. The score on the Google Play Store is 4.4 out of 5 with over 1.5 million individual reviews. (Madden NFL Overdrive Football, n.d.). The best part about this game for the consumer is not the sharp graphics and quality of the game but the fact that it is free to download and play.

The game is monetized with in-game purchases done in the game's marketplace. There players have the choices to different packs to purchase with full transparency on items drop rate, rarity, etc. The success of this game lays in the extraordinary gameplay and fun environment at the palm of your hand but more importantly players do not feel obligated to pay for packs to have an enjoyable experience.

However, we are not capitalizing on Augmented Reality or Virtual Reality. Imagine all the customers we could potentially bring in if they had the ability to enjoy EA Sports Madden NFL ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 13 through Virtual Reality. This is a trend we need to take seriously and jump on board before it is too late. We could really improve upon our company and increase our ratings exponentially.

According to the Better Business Bureau, our company’s average rating is 1 star out of 5.

Currently there is a total of 183 customer reviews (Electronic Arts, Inc.: Better Business Bureau, n.d.). After carefully analyzing some of the reviews, there are a few complaints that seemed to be consistent. These complaints against our company include bad customer service, trouble getting refunds, technical issues and the same thing year after year. Most of the complaints were for our bad customer service.

Our customers experience Madden NFL through either their gaming console or PC. James Brady of SBN gave a detailed review of the upcoming Madden NFL 20 where he discussed many of the aspects of the game including performance graphics, game mode and game play. In his blog he states, “Madden continues to improve its look every year. The animations are more fluid, and the menus are sharp with new font treatments that feel inspired by NFL Films” (Brady, 2019). Brady used the PC version of the game for his review.

Popular sites such as Amazon and Twitter can reveal what customers really think about our product. If you take a look at EA Sports Madden NFL 19 you will come up with 418 reviews with an average of 3.9 stars out of 5 (Madden NFL 19 - PlayStation 4, n.d.). Of these 418 reviews 42% rated a 5 star and 39% gave our game a 1 star. Our top positive reviewer posted in

December 2018 and claimed to have been playing our games for 30 years. Overall, he seemed satisfied with the product we are offering. On the other end of things our top negative reviewer posted in September 2018 and complained mostly of gameplay issues. The overall rating of a 3.9 of 5 stars is a good one and it shows our company that we are doing a good job. ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 14

If we were to look at Twitter to see comments from our customers, we can take another look at the way our customers are feeling about our Madden NFL games. The tweets are a mixture of customers sharing our soundtrack and upcoming trailer to negative comments such as how our game is trash, our graphics are still bad and mostly how NFL 2k was better (Tonydaddy, 2019).

When we take a look at our top competitor Rockstar Games we can see that the reviews are a lot better than ours. On Twitter, the majority of tweets we find are positive talk from their customers. There are tons of positive things they say about the game content and tons of screenshots from both Grand Theft Auto as well as Red Dead Redemption 2 (Games, 2019). If we also do a search on Amazon for their franchise game of Grand Theft Auto with the 5th game, we find that they have 1,853 customer reviews with an average of 4.6 out of 5 star rating (Grand

Theft Auto V, n.d.). The negative reviews that we found were of how bad the language was and that there was too much violence, while most of the reviews were positive on how their customers loved almost every aspect of their game content.

When we look at our reviews and customer comments on social media versus our competition, we can conclude that we need to improve our product if we want to be better than Rockstar

Games. The major aspects of our games that need to improve is for us to create better graphics, gameplay and change aspects of the game so that it is no longer repetitive and boring for our customers. Based on the research we did with Twitter and Amazon, it is clear that a change needs to happen if we are to bring up our ratings and satisfy the demands of our customers.

Based on the facts I have set before you my recommendation for our company is to create a

Madden NFL virtual reality game. Customers are unhappy with our current graphics and repetitive gameplay. Since virtual reality is the latest in the gaming industry trends it only makes sense we capitalize on this opportunity. “Virtual reality is the term used to describe a three- ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 15 dimensional, computer generated environment which can be explored and interacted with by a person. That person becomes part of this virtual world or is immersed within this environment and whilst there, is able to manipulate objects or perform a series of actions” (What is Virtual

Reality?, n.d.). This would allow for us to change the way our customers experience our

Madden NFL games with a different gameplay experiences and a new set of graphics never used before. We need a change that will help us jump ahead of our competition and right now they haven’t ventured into the virtual reality world.

You may be asking yourself how we will make this idea a reality. I have come up with a plan for you. We need to create our very own EA Sports virtual reality equipment that would include a headset as well as controllers. Currently one of the top selling virtual reality headsets is the HTC

Vive Virtual Reality System. According to their website, this system allows users to “experience full immersion with 360-degree controller and headset tracking” (HTC Vive VR Headset, n.d.).

Their Vive Virtual Reality System is currently selling for $499 and it includes the headset along with two wireless controllers, two base stations, link box, earbuds, Vive accessories, safety guide and warranty card. Based on their pricing we can conclude that we would need less than $500 to create a good virtual reality system of our own.

After we create the system, we will need to get with our gaming development team to transition from our standing console/PC games and venture into creating virtual reality games. With the help of our team we will be able to create the first of many virtual reality games. According to

Lunapps, “if you want to put 3D models into VR app, you need to understand that the project may become more time-consuming and, therefore, costly. The cost now depends on the app content and can vary from $20,000 to $80,000 and higher” ("How Much Does it Cost to Create

Virtual Reality App? - LunApps", 2018). We would save money by using our current employees ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 16 to help us create a virtual reality game rather than pay another company or individual to do this for us. During this process there will be several stages of testing to ensure that any glitches are worked out and that the customers receive only the best gaming experience from our company.

In total we should plan for six months to possible one year to get our Madden NFL virtual reality game ready for sale.

By doing this plan we would give our current customers something new to play as well as better graphics from what we have provided in the past. This also allows us to bring in new customers who currently enjoy virtual reality games but have not given our Madden NFL games a try before. The virtual reality industry is just starting to grow and is projected to make millions in the upcoming years. By jumping into this plan our company would see a drastic increase in sales as well as an increase in customers.

Right now is the optimal time to take a risk and venture into the virtual reality industry. As I stated before, “The virtual reality (VR) market is expected to grow from USD 7.9 billion in 2018 to USD 44.7 billion by 2024, at a CAGR of 33.47% during the forecast period” (Markets, R. A.,

2019). This industry is just starting to take off and with our exclusive rights to Madden NFL we could take over by providing customers with a one of a kind football experience. Our company has so much to gain from this business proposal. If we invest a little to start producing virtual reality games like Madden NFL then the return on our investment would help the company exponentially.

My direct supervisor has stood behind me on this plan and helped by offering valuable advice and suggested changes along the way. After several meetings and corrections to this plan I was able to make necessary adjustments and present this idea before you today. However, if you ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 17 decided that this plan is not a direction, we should take right now I understand. If that should be happen, I will drop this plan but continue to look for new ideas to help our company improve.

In conclusion, I hope that I have shown you what a great opportunity this could be for us. If my plan were to be implemented then our company would increase in sales, customer satisfaction and lead the way to the next big trend in the industry.

ELECTRONIC ARTS, INC. BUSNISS PROPOSAL 18

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