To dominate mobile, EA turns to its greatest strength: sports

When it comes to mobile, we often see one big game that rules the app store charts and then dozens of copycats. Well, it looks like publisher Electronic Arts is tired of following others, and it’s going with what it knows best to blaze its own trail.

EA is capitalizing on its knowledge of sports games to take on mobile. In recent months, the company has released FIFA Ultimate Team and Madden NFL Mobile for iOS and Android. These are simpler versions of the long-running console franchises that are free-to-play with smart in-app purchasing mechanics. In previous years, EA has tried to sell premium-priced versions of Madden on mobile for around $5 to $10. It is moving away from that, and it is already seeing results that show its sports games can thrive on smartphones and tablets.