The new name, EA Games, coincides with a branding strategy and marketing campaign that will show its face almost immediately when the company boasts its new PlayStation and PlayStation2 games at E3 next week.
The campaign features several stages, the first being that all packaging and promotions are unified under three EA brand logos: EA Sports, EA Games and EA.com.
"We realized that the market strength of EA and the penetration of our products offered a powerful opportunity to brand ourselves with consumers," said EA President and COO John Riccitiello. "We believe that the introduction of our incredible new slate of titles this fall, together with EA.COM's presence on AOL and several other America Online, Inc. brands, is going to help make Electronic Arts one of the most powerfully branded companies of this decade."
EA Games, including both PC and consoles, consists of many diverse titles, such as The Sims, James Bond, The World Is Not Enough, Command & Conquer, SimTheme Park, Need For Speed, and Medal of Honor. EA will eliminate the brand names of companies that we all previously knew, including Maxis, Westwood Studios and Bullfrog Productions.
