Electronic Arts has had firm control over FIFA football brand for a very long time. The first FIFA game was released in 1993, titled FIFA International Soccer, and was published by EA Sports. In the over 25 years since, EA has kept the FIFA license locked down, and in the process has made the best-selling sports video game franchise of all time. All empires come to an end, however, and the FIFA franchise is facing a reckoning. A new statement from FIFA itself makes it clear that the exclusivity for EA is likely coming to an end.
In recent weeks, EA has made it publically known that its negotiations for continued exclusivity of the FIFA brand are not going well. FIFA reportedly asked for over $1 billion across four years for exclusive access to the FIFA brand, said to be more than twice the current $150 million-per-year deal. With EA and FIFA's 10-year deal ending after 2022's World Cup in Qatar, a decision on the new deal needs to come soon, but if anything the two parties seem further apart than ever.
Capturing the state of current negotiations, FIFA issued a public statement declaring its intent to "widen" its portfolio of video games and esports efforts. FIFA labeled itself as "bullish" regarding these future prospects, implying it's already aggressively moving forward with its plans. If that wasn't stated clearly enough, FIFA adds that it's "clear that this needs to be a space that is occupied by more than one party controlling all rights." In other words, FIFA wants to end the exclusivity of its branding.
As for what that means for EA's FIFA franchise, the impact likely isn't as severe as some fans may fear. The most dramatic change that would go through if FIFA and EA don't agree on a new deal would be the name of the series itself. It would no longer be EA's FIFA, but instead something new. One possible alternative name being floated by EA is EA Sports FC. As for player names and likenesses, EA has already made a long-term deal with FIFPro, which handles licensing for over 65,000 football players worldwide.
What FIFA's decision could mean long-term could mean only relatively small changes for EA's game, it opens up all manner of possibilities regarding EA's competition. With the ability to license the FIFA brand, it's possible that competitors including 2K Sports, Sony, or Microsoft could join the lucrative football game market. And if FIFA is seriously considering partnering with mobile developers, Activision's King, Tencent's Supercell, or even Niantic can be added to the list.
Speculating on the topic may be fun, but there are still months left before any conclusions can be drawn. The statement from FIFA and EA's consideration of new titles for its football game could simply be a very public part of ongoing negotiations between the two parties. In 2022, EA could very well still have the exclusive FIFA license, and FIFA 23 will arrive on schedule. Or, 2023 may be the first year yet with multiple FIFA football games from different publishers.