NEWS - Friday, April 8, 2011

EA Sports planning persistent gamer profiles

"Today we’re looking at a seamless experience across all our franchises." EA Sports president Peter Moore made this remark while outlining the label’s future today during the MI6 video game marketing conference in San Francisco. "Regardless of where you are, what platform you have, what game you’re playing, that you’re constantly connected," he said, adding that he sees EA Sports games of the future being "connected experiences that recognize users and reward them for playing multiple games."
The concept itself certainly isn’t new, but EA’s take on "persistence" (aka cloud data) sounds promising. "We recognize [players] -- that’s the persistence -- and their presence there gets its achievements and carries them from iteration to iteration," said Moore. "It’s no longer ’buy Madden 11 and then buy Madden 12 and start from scratch,’ it is ’take everything that you’ve done and migrate it and move it along.’"
Moore stopped short of naming which titles will usher in this new dynamic for his brand, but did say it’s not far off -- and doesn’t just encompass EA’s sports label. "It’s not far away. It’s certainly within [our] grasp," Moore said, explaining that "this is how we envision the future of our industry, and this is how we at EA Sports individualize and personalize this as the future of our brand and ultimately the future of what Electronic Arts as a whole is going to do across all of its titles."



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