This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

EA Continues Galactic Shift With Star Wars Launch

NEW YORK ( TheStreet) -- Electronic Arts (ERTS) released its massively multi-player online game (MMOG) Star Wars: The Old Republic on Tuesday. The game is part of an initiative to transform the company and grow its digital strategy, according to the president of Electronic Arts' Games Label, Frank Gibeau.

In a phone interview, Gibeau said the release of the game is just part of a venture to turn EA around and make it more of an online services company. The shift comes at a time that sees consumers spending less on traditional boxed video games and is also an attempt to keep up with more entrenched competitors like Activision (ATVI).

Gibeau also cited his company's acquisition of PopCap Games as another example of EA's shift. PopCap, which makes online games for mobile devices, is known for titles such as Plants vs. Zombies and the Bejeweled series.
Star Wars: The Old Republic was released wide today.

Gibeau said that Star Wars is "our most ambitious project ever," though he declined to give a specific development cost on the game.

In speaking about the game itself, he said the game is not a "make or break" project for EA, and the company is very excited about it. The game, currently only available on PCs, costs $60, which falls inline with other high-end premium games. Gibeau said EA has no announcements at this time regarding whether the game would eventually be available on Xbox 360 or PlayStation 3.

He also noted that although the game is being released late into the holiday season, the week from Christmas to New Years is "an incredible time for MMOG." Those who pre-ordered the game were allowed early access to it on December 16.

Shares of Electronic Arts were up 2.7% to $20.38 in Tuesday afternoon trading.

-- Written by Chris Ciaccia in New York

>To follow the writer on Twitter, go to

>To submit a news tip, send an email to:

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
AAPL $110.38 0.00%
FB $92.07 0.00%
GOOG $626.91 0.00%
TSLA $247.57 0.00%
YHOO $30.71 0.00%


Chart of I:DJI
DOW 16,472.37 +200.36 1.23%
S&P 500 1,951.36 +27.54 1.43%
NASDAQ 4,707.7750 +80.6910 1.74%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs