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September 24, 2024 • 25min
Rapid Response: EA’s march to 1 billion gamers, with CEO Andrew Wilson
Masters of Scale
Andrew Wilson, CEO of Electronic Arts, joined the Rapid Response podcast to discuss EA's ambitious growth plans, use of AI in game development, rebranding of the FIFA franchise, and his leadership philosophy. Wilson shared insights on how EA is expanding beyond traditional gaming to build massive online communities and leverage its popular IP. He also discussed the company's approach to emerging technologies like AI and the metaverse concept.
Rapid Response: EA’s march to 1 billion gamers, with CEO Andrew Wilson
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Key Takeaways
- EA aims to double its user base to over 1 billion people in the next 5 years, leveraging its existing IP and expanding beyond just gameplay
- The company is developing an EA Sports app to create a content hub and community for sports fans beyond just playing games
- EA rebranded FIFA to FC to gain more freedom and flexibility in developing the franchise
- AI is being used to improve efficiency in game development, expand capabilities, and potentially transform gaming with new forms of interactive entertainment
- Wilson believes video game IP will become some of the biggest entertainment properties in the next 5-10 years
- The "metaverse" concept is still relevant but the buzzword has faded; EA focuses on blending virtual and real-world experiences
- Wilson's background in Brazilian jiu-jitsu shapes his leadership philosophy around competing as both a smaller and larger company
Introduction
Andrew Wilson, CEO of Electronic Arts, joined the Rapid Response podcast to discuss EA's ambitious growth plans, use of AI in game development, rebranding of the FIFA franchise, and his leadership philosophy. Wilson shared insights on how EA is expanding beyond traditional gaming to build massive online communities and leverage its popular IP. He also discussed the company's approach to emerging technologies like AI and the metaverse concept.
Topics Discussed
EA's Goal of 1 Billion Users (04:19)
Wilson outlined EA's plan to double its user base to over 1 billion people in the next 5 years. He explained this growth will come from:
- Leveraging EA's existing base of 700 million users
- Capitalizing on interactive entertainment becoming the preferred form for younger generations
- Building massive online communities around EA's popular IP like FC, Madden, Apex Legends, etc.
- Expanding engagement beyond just gameplay to content creation and sharing
Wilson stated: "We think there's probably ten or a dozen massive online communities in the world five years from now, you know, concentrated around the world's biggest IP. We're super lucky we've got five or six of the world's biggest IP."
EA Sports App and Community Building (07:01)
Wilson discussed EA's plans for an EA Sports app to create a content hub and community for sports fans:
- Will align virtual sports fandom with real-world sports
- Allow users to create and share sports content more easily
- Provide sports news, information, and deeper connections with athletes/teams
- Add interactivity to real-world sports fandom
He explained: "How do we take your virtual sports fandom and align that with your sports fandom of the things that are going on in the real world of sport, how do we slam those together?"
Rebranding FIFA to FC (09:36)
Wilson discussed EA's high-profile rebranding of the FIFA franchise to FC:
- Allows EA more freedom to build new relationships and expand the franchise
- Gives EA, partners, and fans more ownership of the brand
- Enables faster innovation and development
- Still maintains a good relationship with FIFA organization
On the decision, Wilson said: "The biggest, most important decisions are a strong balance of both fear and excitement. I think if you have equal parts fear and excitement as you're making a decision, it's a really important one, and you should take the opportunity to be very bold in the making of that decision."
AI in Game Development (15:12)
Wilson outlined how EA is leveraging AI in three key areas:
- Efficiency: Faster development, more iterations, better testing
- Expansion: New games, features, and play models
- Transformation: Potentially creating new categories of interactive entertainment
He gave the example of using AI to create 11,000 realistic athlete models for the new college football game in just 3 years.
Wilson stated: "What if we give our global community players access to all of the AI tools we use to build games and let them create whatever they want? What if we actually let our players take these characters that are in the games, that are now infused with AI, that they build meaningful two-way relationships with, and let them take them beyond the bounds of games and actually do things with them more broadly in their digital lives?"
Future of Gaming Entertainment (19:11)
Wilson shared his vision for the future of gaming and entertainment:
- Entertainment will blend passive and interactive, real and virtual experiences
- Gaming IP will become some of the biggest entertainment properties in 5-10 years
- Compares potential of game franchises to Marvel's growth from niche comics to global phenomenon
He predicted: "If you look at where video games are today, it would not be unnatural to believe that the characters from Apex, the characters from the Sims, the things that you do in Battlefield, the worlds and stories that you live out through skate, aren't the biggest IP and the biggest experiences that you enjoy on a daily basis in the world on a five to ten year time horizon."
Metaverse Concept (22:02)
Wilson discussed EA's current view on the "metaverse" concept:
- The term was often misunderstood, but the core idea remains relevant
- Focuses on blurring lines between real and virtual worlds
- Aims to enhance real life rather than replace it
- Not worried about negative impacts on humanity
He explained: "This notion of the blurring of the lines between real and virtual, that's already happened. I mean, that toothpaste is out of the tube. I think what we're talking about is making the virtual experience richer, more interesting, more immersive where you can do more things that feel more like the things you do in the virtual world."
Leadership Philosophy from Brazilian Jiu-Jitsu (24:24)
Wilson shared how his background in Brazilian jiu-jitsu influences his leadership approach:
- As a smaller competitor, you don't have to fear larger opponents with the right technique and preparation
- As a larger competitor, you should still be cautious of smaller, well-trained opponents
- Applies to EA competing against both larger tech giants and smaller game studios
He reflected: "Jiu-jitsu tells you that with the right technique and the right preparation and the right planning, you don't have to fear the big person. But at the same time, if you are the bigger person, you should absolutely fear the smaller person if they are effectively trained."
Personal Gaming Habits (26:08)
Wilson discussed his own relationship with playing games:
- Early career focused on playing games as part of development work
- Executive role required playing a wide range of games
- Now enjoys playing games with his children as a father
He shared: "I have a twelve year old daughter who is mad for the Sims and I have a nine year old son who is mad for our sports games and Apex. And so now as a dad, I get to sit down and play games with them. And I would tell you, that may be the most fun I've had playing for the best part of 30 years."
Conclusion
Andrew Wilson's interview provides valuable insights into EA's ambitious growth strategy and vision for the future of interactive entertainment. The company is leveraging its strong IP and expanding beyond traditional gaming to build massive online communities. EA is also embracing AI and other emerging technologies to enhance game development and potentially create new forms of interactive experiences. Wilson's leadership philosophy, shaped by his martial arts background, emphasizes the importance of being prepared to compete as both a smaller and larger player in the industry. Overall, EA appears well-positioned to capitalize on the growing importance of gaming in the broader entertainment landscape.
