“Battlefield, when it came out, obviously was a $60 client. You add in a $50 Battlefield Premium subscription service that was five map packs over about a 12-month period, and you get attach rates of 20% to 30% over the lifetime of that. You book a FIFA, for example, as well on top of that, and you’ve got, again, a $60 client and it holds its price incredibly well. It’s a tremendous catalog product. FIFA ’13 was the number 2 title last week in the U.K.
“It shows the power of what we do with a sport that’s 365 days a year almost. The ability for us to be able to do the add-ons – it’s a multi-hundred million dollar opportunity each year for us on top of the core client. With our FIFA relationship, even bigger opportunities then to be able to leverage that as we go into emerging markets, where that type of behavior, DLC, microtransactions, subscription services are more prevalent than we see in the Western world. So we tend to look at our consumer as something to be engaged 24 hours a day, 365 days a year. It’s a games-as-a-service mode more than it is simply selling plastic nowadays and our ability to deliver fresh content in the console business.”
Moore said that with new technologies emerging, especially the cloud, EA is currently testing the various experiences it can bring “using the processing power that is in the cloud and using its servers” to deliver more, faster, and easier the more things evolve.