"Our platform will directly go after the consumer," Moore said in an interview at the company's spotlight event in New York. "We don't see ourselves as different than Amazon..or Apple.". Origin, launched in June, plays a crucial role in the video game publisher's ongoing transition from traditional physical games to potentially more lucrative digital ones delivered over the Internet. By cutting out middlemen like big box retailers or video game stores and reducing the need for physical discs, packaging, and shipping costs, EA could stand to drive a higher profit off its digital content. Some of its iOS games, for instance, may cost 99 cents to a few dollars, but they cost less to produce and distribute and add up after a while.
"That's not snakes and frogs iphone case too shabby of a start," Moore said, Last week, the company reported a fiscal third-quarter loss considerably narrowed from a year ago, helped by a modest gain in revenue and the profitable digital goods, Excluding one-time financial items, the company reported a profit that exceeded Wall Street expectations, Moore declined to provide any financial targets for Origin, but he said he expected growth to ebb and flow based on the success of individual targets, During the holiday period, the company benefited from the success of titles such as Battlefield 3 and Star Wars: The Old Republic, In fact, 40 percent of sales for SWTOR came from Origin, The PC game has sold 2 million units and boasts 1.7 million active users..
Origin isn't without its share of controversy. Moore said there were a lot of erroneous reports spurred on by competitors, including concerns that EA was sharing its customers' data, planted spyware in the online platform, and was hoarding exclusive games away from rival Steam. EA's biggest mistake with Origin was the lack of communication and not doing enough to educate consumers on what the service really offered, Moore said. "There was a naivete in communicating what people were looking at," he said. "Some rivals that didn't want to us introducing Origin also stoked the flames.".
Looking ahead, Moore sees the bigger opportunity emerging from its open platform characteristics, There are already 21 publishers signed on to distribute games through Origin, from THQ and its recently released Saints Row: The Third, to Warner Brothers Interactive's Batman: Arkham City, Moore didn't disclose the financial terms, but presumably EA gets a cut of each game sold on Origin, which would follow a similar model to what Apple's App Store and snakes and frogs iphone case Google's Android Marketplace employ, Moore compared EA and its platform to retail giant Macy's, While Macy's sells its own line of clothing, it will also have apparel from many different brands that both compete and rely on the store..
Origin also will play a bigger role in the distribution of mobile games over time. EA itself is moving more toward so-called freemium games, where players can download and play the game for free but are presented the option to purchase extra items such as weapons, level, or in-game currency. "Consumers have voted with their feet" and overwhelmingly choose freemium games, Moore said. That freemium model will likely lend itself better to the Android marketplace. Despite EA's dominance in gaming, its presence in Android is weak. The company handed out a list of games coming for the year; only three were for Android. But the company does intend to move more into that area, as evidenced by the Android stuffed dolls given away to attendees.
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