EA Games Label

The EA Games Label is home to the largest number of EA studios and development teams, which together create an expansive and diverse portfolio of games in such genres as action/adventure, role playing, racing, and first-person shooter. In addition to traditional packaged goods games, the EA Games Label also develops massively-multiplayer online and Play-4-Free which are persistent-state virtual worlds where thousands of other players can interact with one another.

The EA Games Label portfolio includes several established franchises such as Need for Speed, Battlefield, Mass Effect, and Medal of Honor. In addition, the EA Games Label has launched new franchises including Dead Space, Mirror's Edge and Army of Two, and has additional titles in development. The EA Games Label titles are developed at the following studios: BioWare (located in Edmonton and Montreal, Canada and Austin, Texas), Black Box (located in Vancouver, Canada), Criterion (located in Guildford, England), DICE (located in Stockholm, Sweden), EA Los Angeles, EA Montreal, Visceral Games (located in Redwood Shores, California), Mythic (located in Fairfax, Virginia), Phenomic (located in Ingelheim, Germany) and EA Partners. The EA Partners group teams with external game developers and third party studios to provide these partners with a variety of services including development, publishing, and distribution. Current EA Partner studios included MYV/Harmonix, Epic, Grasshopper, Respawn, and Valve.

EA SPORTS Label

In addition to packaged goods games, the EA SPORTS label offers online-only gamers and entertainment. In Korea, EA SPORTS currently offers EA SPORTS FIFA Online , a free-to-play online game in which players may purchase additional in-game content from us (we refer to these consumer purchases of small elements of additional content as "micro-transactions"). We expect to introduce other online games under the EA SPORTS brand in the future. EA SPORTS also seeks to increase its global presence through the introduction of new web-based communities centered on our portfolio of sports games.

EA Play Label

The EA Play Label creates and markets games and experiences that are easily accessible, inspire creativity and fun, and transcend core video game culture into a world of engaging and relevant entertainment for people of all ages. Everyone is the EA Play Label consumer - from seniors to tots to experienced gamers to those who have never played a game. The EA Play Label includes The Sims Studio, MySims, EA's Hasbro, Maxis and Casual Studios. The Label creates games based on original IP and licensed IP, with titles such as Harry Potter, BOOM BLOX, and many more.

The Sims has sold over 100 million units world-wide since it was originally launched in 2000. A significant factor in its success has been the regular introduction of expansion pack with new content and gameplay features that can be purchased and used in connection with our core products, The Sims and The Sims 2. The Sims 3 shipped in June 2009 along with an all-new online store and new community features. In addition to expansion packs, the Sims Studio also developed several console products, most notably MySims and SimAnimals on the Wii and DS.

In August 2007, EA entered into a strategic relationship with Hasbro through which we can create games based on a significant number of Hasbro's classic board games and toys, including MONOPOLY, SCRABBLE (North America only), YAHTZEE, TRIVIAL PURSUIT, NERF, G.I. JOE, and LITTLEST PET SHOP.

 EA BioWare Label

The BioWare Label is a division of EA which crafts high quality, multiplatform, role-playing, MMO and strategy games, focused on emotionally engaging, rich stories with unforgettable characters and vast worlds to discover. Since 1995, BioWare has created some of the industry’s most critically acclaimed titles and franchises, including Baldur's Gate™, Neverwinter Nights™, Star Wars®: Knights of the Old Republic™, Jade Empire™, Mass Effect™ and Dragon Age™. BioWare also oversees the award-winning MMOs Warhammer® Online: Age of Reckoning®, Dark Age of Camelot™ and Ultima Online™. BioWare currently operates in seven locations across the world, including Edmonton (Alberta, Canada), Montreal (Quebec, Canada), Austin (Texas), Fairfax (Virginia), San Francisco (California), Los Angeles (California) and Galway (Ireland).

Currently announced projects at BioWare include the story-driven, massively multiplayer online roleplaying game, Star Wars®: The Old Republic™, Mass Effect 3, the sequel to 2010’s Game of the Year Mass Effect 2, ongoing downloadable content for Dragon Age II such as Dragon Age II Legacy, the social Play4Free RPG for Facebook and Google+, Dragon Age Legends, and the new Play4Free online multiplayer PvP game, Warhammer® Online: Wrath of Heroes™.