EA prepares for the rise of Android

EA prepares for the rise of Android

By Rob Crossley

September 15th 2010 at 10:27AM

Publisher thinks Google's mobile app market will drive growth

Electronic Arts is positioning its mobile business on the belief that Google’s Android format could rise above the competition.

Speaking last night at the Deutsche Bank 2010 Technology Conference, EA CFO Eric Brown said “there's a lot to happen in the future” for the Android OS.

“We’re trying to position our mobile business to take advantage of that trend,” he continued, as quoted by Gamasutra.

“I think the next big positive wave to push better growth in mobile will be the deployment of an App Store equivalent for the Android operating system."

At the event Brown cited a paper from analyst group IDC, which claims that Android could own a 25 per cent of the mobile OS market within three years, compared to 11 per cent for Apple devices.

Electronic Arts has a reputation for being one of the first ‘traditional’ publishers to fully embrace the mobile games space, with a regular presence on Apple’s App Store.

According to reports, Brown also said his firm annually turns over $200 million from the mobile space.