After months of speculation, EA has finally announced that FIFA 23 will be the last game in the series to feature the football institution’s logo and name before being rebranded as EA Sports FC in the future. And recently, the company’s bosses shed some light on what led them to make this decision.
In a press release published on May 10, EA announced the end of its collaboration with FIFA after FIFA 23.
Indeed, from 2023, the hit football series will now be called EA SPORTS FC. And if the fans will have to adapt to the change of name, the content of the game will remain unchanged.
And in the wake of such a significant announcement, EA bosses went on to explain to fans why they made the decision to change their name after almost three decades of working with FIFA.
In 2023, the popular football game series will be rebranded as EA Sports FC.
EA CEO Explains EA SPORTS FC Rebranding
In an earnings call reported by IGN, EA CEO Andrew Wilson explained why EA chose to forfeit the FIFA license, stating that it was done in the name of “the ability to offer experiences their players wanted”.
“They told us they wanted more game modalities. They told us they wanted to see more in-game business partners that were representative and authentic to the wider world of global football.” Wilson said. “They wanted us to go beyond just the basic experience and really expand this digital football experience.”
Wilson went on to explain that by parting ways with FIFA, they can tailor the game experience for football fans around the world, whether they follow the Premier League, Bundesliga or LaLiga.
“We are currently focused on creating unique experiences for each of these fans in each of these markets.” he added.
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More info in July 2023#EASPORTSFCMore details: https://t.co/mEqtjS15ifpic.twitter.com/tO9hspdnBP
— EA FIFA France (@EA_FIFA_France) May 10, 2022
In an interview with the BBC, David Jackson, vice-president of EA Sports, revealed that the end of the agreement with FIFA was not just about naming rights. Certain constraints had been put in place preventing them from introducing ways to watch and create content in-game.
“Under the licensing agreements we had with FIFA 10 years ago, there were certain restrictions that didn’t allow us to create these experiences for players.” did he declare.
Price is another key decision factor. Earlier reports suggested that the use of the FIFA name cost more than $1 billion for each four-year World Cup cycle.
“Money plays a vital role in most negotiations, but the reason we do this is to create the best possible experiences for players and partners.” continues Jackson. “As part of this, you consider whether or not your investment in one location is better or worse than an investment in another.”
While fans will still be able to enjoy one last FIFA game to enjoy, more details on the future of EA SPORTS FC are expected to be revealed starting in July 2023.