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EA reorganizes after a landmark $1B digital year

Moving into 2012, Electronic Arts has made some key organizational changes to its internal structure in hopes of better executing its digital initiatives, following a landmark year of $1B in digital revenues.
Moving into 2012, Electronic Arts has made some key organizational changes to its internal structure in hopes of better executing its digital initiatives. Following the launch of the MMO Star Wars: The Old Republic, the online service FIFA Ultimate Team, and the company's Origin distribution platform, EA says it hopes to make digital goods a larger part of its overall strategy. To help facilitate these changes, EA has chosen to fold its social and mobile-focused EA Interactive (EAi) division into other organizations throughout the company, specifically those divisions led by EA Labels president Frank Gibeau, COO Peter Moore, and CTO Rajat Taneja, and EVP of digital Kristian Segerstrale. Coinciding with EAi's reshuffling, the division's former head, Barry Cottle, has left Electronic Arts to join Zynga, where he will serve as its new executive vice president of business and corporate development. EA also reported that its digital business brought in more than $1 billion in 2011, which company CEO John Riccitiello called an "incredibly important milestone" for the company. In August, EA made even more organizational shifts, kick-starting the EA Labels division and spinning off the BioWare name into an even larger organization that now covers social games, traditional games, and beyond. EA plans to further outline its most recent internal changes in an upcoming town hall meeting, to be held on February 2.

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