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EA's recent mobile strategy focuses on its "substantial portfolio of proprietary IP"

EA is embarking on a new mobile strategy that involves integrating its mobile and HD franchise teams while emphasizing the growth of its standalone mobile portfolio, as revealed by Laura Miele, the president of entertainment and technology at the publishing giant. Last week, EA announced a 5% reduction in staff as part of its effort to prioritize owned-IP and reduce reliance on licensing deals.

Miele elaborated on the strategy, stating that over the past six months, EA has unified its mobile and HD franchise teams under unified leadership across popular titles such as EA Sports FC, Madden NFL, and The Sims. Additionally, the company aims to foster growth in its standalone mobile portfolio. As part of this initiative, EA is discontinuing titles like Kim Kardashian Hollywood, Lord of the Rings, Tap Sports Baseball, and F1 Mobile.

The focus on owned-IP is evident in EA's shift away from licensed games featuring external brands, with Miele expressing optimism about the company's vast library of owned-IP. While specific titles were not disclosed, Miele emphasized the potential for growth in EA's existing portfolio.

The transition away from external brands extends even to prominent franchises like Star Wars, with EA deciding to walk away from an FPS action game developed by Respawn. However, the company remains committed to supporting existing games and delivering new installments of iconic franchises.

Miele acknowledged the impact of these changes on employees, recognizing the challenges associated with organizational restructuring. Despite the difficult decisions, she emphasized the importance of prioritizing players and supporting colleagues through the transition.

In summary, EA's new mobile strategy reflects a strategic shift towards leveraging owned-IP and prioritizing growth in the mobile gaming segment, with a commitment to supporting existing franchises and fostering a supportive workplace environment during times of change.

Source: adapted from an article by Aaron Astle, News Editor for

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