# EA Plans to Double Global Audience in the Next Five Years
Electronic Arts (EA) has announced its plans to double its global audience to over a billion people in the next five years. The announcement was made during EA’s investor day, where the company outlined its future plans for growth and expansion.
## Focusing on Strategic Pillars
EA has identified three strategic pillars that will drive its growth: entertaining and engaging massive online communities, creating blockbuster interactive storytelling, and harnessing the power of community to accelerate growth. By focusing on these pillars, EA aims to not only attract new audiences but also transform its business and shape the future of entertainment.
## Investing in Gaming Ecosystems
To achieve its goals, EA is investing in huge gaming ecosystems centered around blockbuster games. The company believes that these communities will be the driving force behind its future growth. Specifically, EA is targeting three compelling gaming categories: sports, first-person, and lifestyle. By expanding its presence in these categories, EA hopes to unlock significant value through network effects and common scale.
## Leveraging Innovative Technology
EA is also leveraging innovative technology to serve its global communities and attract new audiences. One area where the company sees significant potential is artificial intelligence (AI). According to Mihir Vaidya, Chief Strategy Officer at EA, AI has the power to not only enhance efficiency but also drive creativity and expansion. For example, EA has developed AI-based tools that allow ordinary gamers to create their own game worlds using natural language descriptions.
## Building the EA Entertainment Empire
EA is not only focused on gaming but also on building an entertainment empire. The company is working on a film based on The Sims in partnership with Amazon MGM Studios, and it plans to double The Sims’ annual net bookings over the next five years. Additionally, EA is developing new experiences for its blockbuster franchises, such as Battlefield and Skate. These initiatives, along with strategic collaborations and potential new IP, will further strengthen EA’s position in the entertainment industry.
## The Role of Technology and AI
EA recognizes the importance of technology and AI in its future growth. The company has invested heavily in its proprietary game engine, Frostbite, which powers its sports, action, and shooter games. Frostbite enables highly believable characters and immersive worlds, thanks to advanced facial animation, realistic physics, and cutting-edge lighting. Additionally, EA has a centralized asset library that provides developers with a wealth of content for rapid prototyping and game-ready assets.
## Expanding EA Sports
EA Sports, one of EA’s most successful divisions, aims to be the most valuable sports business in the world. The company plans to grow its massive online communities for its biggest franchises, such as Madden and FIFA. Through innovations like the FC IQ tactical AI system and new run-time physics in Madden NFL, EA Sports continues to deliver engaging and immersive experiences to its millions of fans worldwide.
## Introducing the EA Sports App
As part of its strategy to engage and connect with fans, EA is launching the EA Sports App. This app will be a socially-driven platform that combines sports content, live sports data, social messaging, interactivity, and gaming centered on global football. The app aims to provide unparalleled access to sports content and connect fans in a more social and interactive way.
## Conclusion
EA’s plans to double its global audience in the next five years demonstrate the company’s commitment to growth and innovation. Through strategic pillars, investment in gaming ecosystems, and the use of innovative technology, EA aims to transform its business and shape the future of entertainment. With a strong focus on AI, expanding its entertainment empire, and leveraging its proprietary technology, EA is well-positioned to achieve its ambitious goals and continue to captivate audiences worldwide.