EA's CEO John Riccitiello, speaking at a recent earnings call, has claimed that EA is now in the process of going from defence - cutting costs and consolidating - to offence. Which could spell big things for EA in the coming years, as they prepare for a rapid increase in digital development and distribution.
"Over the coming years," claimed Riccitiello, "we will transform EA from a packaged goods company to a fully integrated digital entertainment company."
Riccitiello also claimed EA is looking to focus on leveraging specific franchises across a multitude of platforms, including mobile. In addition, it seems as though EA are primed, through their online service, to utilise their own brands digitally - which could suggest EA is attempting to prepare for the inevitable rise of digital distribution.
"While we will continue to be a great partner to our best retail customers and first party partners," said Riccitiello, "you will see the beginnings of a consumer game platform emerge at EA that complements and extends the console ecosystem and addresses the wider opportunity on other devices."
EA has become increasingly aggressive in recent months, pushing forward massively in mobile development. Having just purchased Firemint, EA is now in possession of two of Australia's largest mobile developers - the other being Iron Monkey.
It'll be interesting to see where EA's new strategies will lead them in the longer term.