Electronic Arts' Strategy Shift: More Original Video Games

Electronic Arts has been a trend setter in licensing big entertainment properties for video games. But now it is backing off on the strategy that it pioneered of using high-profile movie licenses as the marketing hook for its video games.

The strategy shift, announced earlier this year, will take years to unfold. But it shows that Redwood City-based EA doesn't mind running against the grain as it takes to heart criticism from gamers that they're tired of playing games with franchise characters that have become too boring. In fact, other major players are spending a lot of money on licenses and alliances with Hollywood companies just as EA tries to grow its own "original intellectual property,'' or games based on characters or stories that its own developers have created.

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