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EA Says the iPad is its Fastest Growing Platform

By - Source: IndustryGamers | B 34 comments

EA boss John Riccitello has said the iPad is the company's fastest growing platform.

Thanks to app stores and mobile games like Cut the Rope and Plants vs. Zombies, mobile gaming has become a huge market and it's one that's growing at an extremely fast pace. Even big name developers are taking mobile gaming seriously. In fact, EA says the iPad is its fastest growing platform.

Speaking during an interview with IndustryGamers, Electronic Arts CEO John Riccitello said that consoles currently only account for 40 percent of the games industry and that the iPad is the fastest growing platform. While discussing the regularity of console refreshes (in particular, whether or not Nintendo is 'off-cycle' with the rest of the industry because of the Wii U), Riccitello said the length and timing of these refresh cycles is no longer as relevant because consoles are not the dominant force in gaming.

"Consoles used to be 80 percent of the industry as recently as 2000," he told IndustryGamers. "Consoles today are 40 percent of the game industry, so what do we really have? We have a new hardware platform and we’re putting out software every 90 days. Our fastest growing platform is the iPad right now and that didn’t exist 18 months ago," he continued. "So the idea that we’re categorizing the industry as being [cyclical]... Nintendo is off cycle with what? I mean, the point of reference is gone."

The advent of the iPad has led to an explosion for mobile gaming, for sure. The fact that Angry Birds' publisher Rovio is collaborating with 20th Century Fox and has the capacity to push out updates for every major holiday and season is a testament to how lucrative and strong the market really is. To ignore mobile gaming completely would be a bad call, but is EA right to be putting so much stock in mobile gaming? Let us know what you think in the comments below!

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Top Comments
  • 18 Hide
    kriswitak , July 29, 2011 11:16 AM
    I hate you EA. You killed the Battlefield Franchise. Now you are sucking on the nipple of Apple. I'm done with you.
  • 17 Hide
    amk-aka-Phantom , July 29, 2011 11:25 AM
    Lol, here's one more platform where EA can charge a lot for graphically dumbed down games. That's exactly why it's enough to build a PC once in three-fours years and forget about upgrades - none needed. I don't even know if it's good or bad anymore.

    And they dare call it "gaming"... mindless tapping on the touchscreen. No storyline, no skill, no graphics - and yet this "gaming" receives a lot of investments and is a fastest growing platform, I'm pretty sure it is accurate... where is this world going? People prefer to waste their time on throwing birds at pigs on $500+ toys more than anything else.

    I hope that we'll at least keep getting new PC titles... even if they're console ports, I don't mind, just keep making them and don't let the gaming degrade even further - from consoles to tablets. What's next, back to Tetris?
  • 10 Hide
    jacobdrj , July 29, 2011 4:36 PM
    EA killed gaming. They killed Bullfrog (Syndicate Wars), they killed Westwood Studios (Command & Conquer), and they even hung their PC EA Sports fans out to dry early last decade... They even killed Maxis (Sim City) to give us a dumbed down, DRM filled copy of Spore...

    They can burn in hell...
Other Comments
  • 18 Hide
    kriswitak , July 29, 2011 11:16 AM
    I hate you EA. You killed the Battlefield Franchise. Now you are sucking on the nipple of Apple. I'm done with you.
  • 17 Hide
    amk-aka-Phantom , July 29, 2011 11:25 AM
    Lol, here's one more platform where EA can charge a lot for graphically dumbed down games. That's exactly why it's enough to build a PC once in three-fours years and forget about upgrades - none needed. I don't even know if it's good or bad anymore.

    And they dare call it "gaming"... mindless tapping on the touchscreen. No storyline, no skill, no graphics - and yet this "gaming" receives a lot of investments and is a fastest growing platform, I'm pretty sure it is accurate... where is this world going? People prefer to waste their time on throwing birds at pigs on $500+ toys more than anything else.

    I hope that we'll at least keep getting new PC titles... even if they're console ports, I don't mind, just keep making them and don't let the gaming degrade even further - from consoles to tablets. What's next, back to Tetris?
  • 9 Hide
    potatolord , July 29, 2011 11:59 AM
    Is there any way to autoban posts containing the words "facelift bar"?
  • 7 Hide
    reggieray , July 29, 2011 12:41 PM
    And people thumbed me down when I posted that I am not building another PC gaming rig, not worth it. These mega companies that ate up all the good game developers are now running the show and the PC is on the bottom of their list.
    I will get either a 720 or PS4 after thoroughly looking at both of them. Until that day my PS3 and Q9650/GTX 560Ti has years of service left.
    I'm through with Apple too, when my Macbook pro decides to give up the ghost I'm going back to Ubuntu.
  • 1 Hide
    custodian-1 , July 29, 2011 12:46 PM


    My grand kids like throwing birds at pigs. Only they do it on the big screen with an air mouse. I wouldn't pay that kind of money for a closed system.
  • 1 Hide
    zak_mckraken , July 29, 2011 1:04 PM
    The problem for us gamers is that these handheld games cost a handful of money to make. Sure, they only sell them for $1 or $2, but they sell millions of copies. A triple-A title, on the other hand, can cost up to $100 million. It's not hard for them to see where the easy money is.

    I'm confident that both gamers and producers will adapt to this trend and that we'll continue to see both kind of games (fun time-wasters and full productions) on the market.
  • -6 Hide
    Miharu , July 29, 2011 1:30 PM
    I hate EA anyway.
    They cut on everything.
    Support totally sucks.
    1 month ago, they tell me they'll a disk FOR FIX THEIR MISTAKE.
    I don't have received it.

    They cry baby about Steam, surely, they also try to stole the idea with Origin and NO GAME in Origin. What the point!

    So TALK BIG when you'll be able to contains your support and your complains!!!
  • 1 Hide
    rantoc , July 29, 2011 1:38 PM
    Its easy to predict EA will have the best growth in the new sector, considering how tarnished their reputation is in the others. Typical EA style is that they purchase "brands" and pushing out poor quality/garbage in that name for as long as possible, just look what happened to the latest (last?) title in the C&C brand and that brand had tons of loyal followers. They could have milked it for year to come with quality but instead they ruined it!

    The question is not if it will happen in this sector too, its more about where they will turn after that?
  • 5 Hide
    cinergy , July 29, 2011 1:43 PM
    Indeed, from 10 device users to 1000. That's 100x growth!
  • 3 Hide
    Anonymous , July 29, 2011 1:48 PM
    OK, EA, that´s enough jokes from you. I know, as a big company supporting many games that have a huge fanbase, it´s hilarious to dumb them down to reach bigger audiences, and look at percentages and say ´perhaps we should just f*** the PC', focusing on gaming on iPads instead of gaming consoles/PC's, and generally trying to develop great games backward until they are so dumbed down in so many ways that Angry Birds will be considered a more hardcore title than Battlefield and Mass Effect etc.

    It's all jokes, right? We've had a lot of fun, now you'll get back to supporting good games again and 'ambition' won't be a taboo any longer, right? ...right?

    (I understand... 'dumbing down' is financially a very good choice. Is there anything we gamers can do to make companies make better and more ambitious games? I mean, we should be able to do SOMETHING, but looking at franchises like CoD and AC, and perhaps most franchises nowadays, it really seems the money is better invested in marketing than in ambition... not only does it sell better, gamers and game critics alike seem to prefer it that way.)
  • -1 Hide
    K-zon , July 29, 2011 1:51 PM
    Platforms have many things that are just not different. With a new platform is especially something that is. So, with what to work with the most probably would be of just that, something new.

    To say gaming isn't missing about , oh, 3 yrs, almost of it to say on some ideas and concepts are probably give and take, but of issues of concerns elsewhere think has had a place relevence, perhaps.

    Still of many things that do find a way to try too make a difference for things of difference makes the difference. PC are not the only things that have say "video gaming" applications.

    Rather to say of what has been a place of interest though, is anyones guess, yes?

    But again it is ideas of interest at times. And with Bigger companies it is to lose one for one, yes? Maybe that is backwards some but still.

    And with the Ipad on an "idea" of many interests, why not find the place for them, if there is more then one for "video gaming" . If video gaming pretain to only one kind of interest, there probably wouldn't be many platforms of interest to work with. But is still hard saying or telling really sometimes.
  • 0 Hide
    stevelord , July 29, 2011 2:13 PM
    iOS games are really just mindless timesinks for when you're on a plane, sitting in a meeting or waiting at the doctor's office.
  • 0 Hide
    jcb82 , July 29, 2011 2:19 PM
    Even though "hardcore" console games can't stand the thought of the lion's share of the gaming industry being occupied by the casual iPad mass market. Its simply a business decision for those big companies at the end of the day. But the underlying reason that the iPad and others like it are doing so well is because it is simple. Everything Apple does as a gentle learning curve. If instantly "get" a device or a piece of software you're naturally going to see the product's value proposition.
    Once the hardcore market players overcome the middleman of the game controller and device a way for people to instantly understand and jump into the gameplay, then you'll have a lot more growth on the console side. Similar to what Nintendo did when the Wii just launched.
  • 1 Hide
    nisallik , July 29, 2011 2:21 PM
    Such harsh critics for EA... Guess I'll be thumbed down to oblivion with the chinese outfit sellers since I am about to say something blasphemous to TomsHardware readers.

    Go EA!
    Do whatever you can so you can keep funding BioWare/DICE so they can continue to make incredible games! ;p
  • 1 Hide
    datawrecker , July 29, 2011 2:39 PM
    To hell with EA. I am still bitter over their sunset of Motor City Online.
  • 2 Hide
    subaru41 , July 29, 2011 4:05 PM
    EA also says that they make descent games. When did EA words start meaning anything?
  • 10 Hide
    jacobdrj , July 29, 2011 4:36 PM
    EA killed gaming. They killed Bullfrog (Syndicate Wars), they killed Westwood Studios (Command & Conquer), and they even hung their PC EA Sports fans out to dry early last decade... They even killed Maxis (Sim City) to give us a dumbed down, DRM filled copy of Spore...

    They can burn in hell...
  • 2 Hide
    SteelCity1981 , July 29, 2011 4:42 PM
    The Ipad is going to surpass the Nintendo DS is portable gaming. You can do soo much more with an Ipad then you can with a Nintendo DS besides gaming.
  • 0 Hide
    amk-aka-Phantom , July 29, 2011 4:50 PM
    ^ EA doesn't make anything... they merely fund the great companies like BioWare, who produce the mind-blowing titles like Mass Effect, market it and take most of the profits. The "games" that they DO make, however, are repetative boring casual fillers... like the new NFS that comes out every year, EA "Sports" games and other junk. I'm looking at my desktop right now - at its right half, where the game shortcuts hang out - and realise that half of the titles there are made by BioWare, three by CryTek, and few by other companies - Infinity Ward, Avalanche, Relic... yet somehow the EA logo made its way into 90% of these games' intro movie sequences. Good for business, though.

    Quote:
    Go EA!
    Do whatever you can so you can keep funding BioWare/DICE so they can continue to make incredible games! ;p


    You know, I might just agree with you... nothing delivers as much as BioWare. If they have to release 1000 crappy tablet games in order to fund another kick-ass series from BioWare, why not?
  • -2 Hide
    torque79 , July 29, 2011 6:52 PM
    I don't understand how they're making any money off ipad/iphone games. who pays for apps/games? I have the free version of Angry Birds on my Galaxy S, but I hardly play it because it's such a simple basic game it gets boring incredibly fast. I would NEVER pay for it, and I can't understand why anyone would. There are a bazillion free apps out there to use, and the only things I would pay for if I had a tablet would be ebooks. I'd rather read an ebook, watch a video or listen to music than play a stupid simplistic game like Angry Birds any day of the week.

    Are there enough stupid people out there playing mindless games for hours on end to make this so profitable? That makes my opinion of humanity in general even worse.
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