Electronic Arts and FIFA partnership ends: new opportunities or missed opportunities?
The long love affair between EA Sports and FIFA has come to an end in 2023. "EA FC 24," the new name for the FIFA series, is just over a month away from release. Now that the astronomical license fees are out of the way, the question of where EA will spend the money and how it will improve the quality of the game is accelerating.
The license fee situation
The license fee that EA Sports pays for FIFA is not known to be an exact number, but it is known to be in the hundreds of millions of dollars. In this situation, where this money is spent is not just a matter of business; it's a matter of how it will affect the quality of the games, the user experience, and soccer fandom.
Expansion of women's soccer leagues
One noticeable change is the continued investment in women's soccer leagues and players. How do we view this? On the one hand, it's a good move to increase diversity and inclusion. Women's soccer is booming, and so is the interest in it. However, these decisions are not without controversy.
Women's soccer vs men's soccer
FIFA started out as a men's game, and many of the people who love it are centered around men's soccer, and the majority of people who actually play the game are men. In this situation, it has been argued that to continue to invest in women's soccer is to impose a semi-forced politics that does not reflect user opinion.
Facial scanning and game quality
There are over 10,000 players in FIFA games, but most of them have simple faces that look nothing like their real-life counterparts, and less than half of them have actually had their faces scanned. If they're saving money on licensing fees, shouldn't they be paying more attention to this? The number of clubs that are partnered is high, but their stadiums and players are not represented, so it's fair to say that they are simply "partnered". Also, players want a more realistic experience as a soccer game, not a card odds adjustment, and that's what EA should be providing.
The Ultimate Team odds issue
Some have suggested that the addition of female soccer players was introduced to reduce card odds in Ultimate Team mode. This is of course unconfirmed, but if true, it's a very controversial issue.
Bottom line.
The elimination of license fees presents a new opportunity for EA. However, it remains to be seen how this opportunity will be utilized. It's not just a question of money, it's a question of what EA values and how they will communicate that value to their users. Expanding women's soccer may be a welcome change, but it shouldn't come at the expense of the existing user experience.
If the licensing fees are no longer a burden, perhaps it's time for EA to invest that money into improving the quality of the game and supporting not only the women's soccer league, but also the men's league and its players.