After showing considerable interest
in conquering Asia, Electronic Arts has been noticeably mum of late regarding its plans for the region, lurking like a rogue in the shadows, as if waiting to club the market on the back of the head with a fat bag of cash
. Now EA has admitted as much, with EA Asia's vice president Chris Thompson telling Reuters
that the company looks for the region to comprise some 15 to 20 percent of its total business by 2012. Compare this to the meager 5 percent of EA's wallet it's responsible for today.
Key to this expected growth is the Asian market's love affair with playing games online. According to Thompson, while online gaming represents a respectable 10-15 percent of the company's Asian footprint today, "five years from now, that the online portion of our business could be representing somewhere plus or minus around 60 pct of our business." Mama always said if you're gonna set a goal, make it lofty, though with Hellgate: London
finding some rare success in Korea
and Warhammer Online waiting in the wings
, maybe there's method to EA's infatuation with Asia after all.