EA Sets Up Shop With Dedicated EA Sports Retail Stores

Electronic Arts plans on operating a chain of retail stores dedicated to its EA Sports line of sports games, the company revealed, with the first shop already under construction. Speaking to Forbes, EA Sports VP of brand marketing Chris Erb revealed that the shops will be "a place people will be able to interact and buy their favorite EA Sports games." An artist's rendering (pictured) shows playable game demo kiosks and merchandise that includes EA Sports-branded squeeze bottles and football jerseys being available at the store, along with the games themselves. The first shop is under construction now as the Charlotte/Douglas International Airport in North Carolina and is expected to open this fall. At least two additional locations may open in the next year, according to Erb. The store follows the company's recent announcement of a dedicated digital delivery system called Origin. Despite EA's increasing focus on digital, Erb said, "As pervasive as digital is, there’s still an offline component to acquiring new customers that remains important. Our approach is to be creative and innovative with whatever we’re doing offline, and ensure that it connects with our digital strategies."