The Golden 90s. The history of Electronic Arts studio
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The 1990s. In Electronic Arts, this period is not only about devouring famous, smaller teams, but also about releasing some of their best games to date, which will stay in our memory forever. The company focused on PC, but also recognized the power of a brand-new console – the Sony PlayStation. This era saw the births of series such as Need for Speed and Medal of Honor, and games like Jurassic Park: Trespasser, Dungeon Keeper, Space Hulk or Desert Strike.
EA finally started delivering simulator games to match those from MicroProse, which were the industry's benchmark (in the late 80's, Hawkins was very keen on merging with them, but Bill Stealey, head of MicroProse, disagreed, which he later grew to regret). The Jane's-signed series with planes and ships was as realistic as it was accessible and fun – just like games from MicroProse. A little earlier, EA also released Seal Team, the first serious soldier simulator, without which there wouldn't be Operation Flashpoint.
In 1995, at the ECTS fair, Electronic Arts won the award for best publisher. The British magazine "Next Generation" indicated that EA was the only company in the UK to generate profit every year for almost the entire 1990s, and its results were second to none in the history of any other publisher.
On all fronts
If the 1990s were golden, the beginning of the new millennium was platinum. The sports series keep money pouring in, Electronic Arts entered the online gaming market, acquiring casual games from Pogo.com and making Ultima Online, the most popular online pay-to-play game at the time, reaching a hundred thousand player subscribers. EA started making mobile games and acquired the rights necessary to create Harry Potter games under. Shooters fans got the first Battlefield, people inclined to more opaque violence got The Sims – the "game of life," which turned out to be another bonanza – and still is.
The first years of the 2000s brought classics like Need for Speed: Porsche Unleashed and the absolutely mesmerizing Medal of Honor: Allied Assault on PC. There are also some fresh games for the like of EA's, namely the artistic arcade adventure American McGee's Alice's, Clive Barker's Undying horror and the strategy Shogun: Total War. Electronic Arts commenced an all-out attack and kept the momentum by acquiring smaller teams, in 2007 laying the foundations for obtaining VG Holding Corp. group, i.e. BioWare and Pandemic studios.
Another change of guard
The year 2007 was another special period in the history of Electronic Arts. Larry Probst resigned and was replaced by John Riccitiello, who previously worked for PepsiCo. The new CEO changed the way the company operated. Electronic Arts was split into four divisions: EA Sports, EA Games, EA Casual Entertainment and The Sims. That fact that the latter two studios are indeed separate entities it the best proof of just how insanely large a franchise The Sims are.
Interestingly, Riccitiello was allegedly a huge opponent of taking over and merging smaller studios in, arguing that this often scared off the most talented members of those teams, instrumental to their success. The new structure of EA was supposed to help these teams maintain relative autonomy, which reportedly hugely benefited Maxis and BioWare.
After just a year, the new structure was already modified. Casual Entertainment has been formally dissolved and incorporating it into The Sims division. Instead of news of success, Electronic Arts had a bit gloomier message for its shareholders. The company wasn't making profit, which triggered massive layoffs. The company employed 1100 people in 2008, growing to 1500 the following year. Pandemic Studios – authors of such games as Full Spectrum Warrior or Star Wars: Battlefront– were among the casualties of the cut backs. Underwhelming performance was explained by the general economic crisis of 2008 and the lack of a real smash-hit release during the holiday season.
In 2011, the results stabilized. EA announced nearly $4 billion in revenue, as well as passed the astonishing milestone of one billion dollars from online transactions – digital games and micropayments. Origin has become the hallmark of Electronic Arts – the company's own place on the Internet to sell games and other content, without any middle-men. This generated a conflict with the existing partner – Valve and their Steam store, resulting in the withdrawal of many EA games from Steam up to 2019. The corporation continued to invest in mobile games, acquiring PopCap Games, the creators of such great hits as Bejeweled and Plants vs. Zombies.
Where to next?
In 2013 there was another big change. Andrew Wilson has been appointed the CEO, and he's been at the helm since. This day coincided with the launch of 8-gen consoles: PS4 and Xbox One. EA history after that is generally well known. It's probably a little too early for evaluating Wilson's achievements. The company is entering a new era, we're right at the onset of next generation, and we are waiting for the first announcements of next-gen hits by EA. We keep our fingers crossed for EA to hark back to the golden days of the 1990s, and the beginning of the century. After all, the possibilities are exponentially greater than before. Where will you take us this time, EA?
