1 Mass Effect Normandy

EA’s licensed products give players more of its games’ worlds with a player-first mentality.

By Alan Dorich

Electronic Arts (EA) Inc. follows a “player-first mentality” in every move it makes, Licensing Director Ryan Gagerman says. “We’ve used that as our guiding principle, which is, if it’s good for the player, it’s good for us as a company,” he explains.

Redwood City, Calif.-based EA is a leading producer of interactive entertainment software, including games, content and online services for Internet-connected consoles, personal computers, and mobile phones and tablets. The company’s portfolio includes such popular titles as EA SPORTS MADDEN and FIFA, Battlefield, Dragon Age, Plants vs. Zombies and Mass Effect.

EA has extended its player-first philosophy into the licensing of products based on its games, Gagerman says.  Working with companies that understand the video game industry and are able to offer products that fit the culture or DNA of the game in question, is how EA selects those its partners with.

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