Electronic Arts: gambling on the future of video games

Abstract

Subject area

CSS 11: Strategy

Study level/applicability

Undergraduate or Graduate Capstone Course in Management or Marketing.

Case overview

Electronic Arts is one of the premiere video game software developers in the world. With the changing video game industry, evolving tastes and preferences, the introduction of next generation platforms and supporting various mobile platforms, Electronics Arts has important decisions to make as it charts its future.

Expected learning outcomes

The analysis seeks to fulfil several objectives relevant to management and marketing strategy courses, where analysis of the external environment of a firm is important. Students should be able to do the following: identify the relevant content to include in an industry analysis. Understand the key concepts of strategic analysis and how to apply them. Use the analytical tools of strategy to synthesize information from multiple sources into a comprehensive picture of an industry. Provide an overview of the dynamics and near-term future of this industry. Use industry analysis to explore emerging markets, billing options and where to target company resources.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Citation

Gupta, A., Nicovich, S. and Garrison, T. (2016), "Electronic Arts: gambling on the future of video games", , Vol. 6 No. 2. https://doi.org/10.1108/EEMCS-07-2015-0160