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EA Admit Failings of Digital-Only Euro 2012 Release

Brendan Griffiths
Andrew Wilson, EA Sports, FIFA World Cup 2014, UEFA Euro 2012

EA Admit Failings of Digital-Only Euro 2012 Release

In an interview with MCV (print edition), EA Sports’ EVP Andrew Wilson has admitted that the digital-only release of Euro 2012 as DLC for FIFA 12 was “a little ahead of its time quite frankly.”

He also added, “We didn’t get the take-up that we thought we would, although things picked up when we lowered the price. We may have got the value proposition a little off.”

The Euro 2012 DLC originally launched at £15.99, which is admittedly cheaper than the £25-£30 price tag the disc-based World Cup/Euros used to release at.

The fact that you needed a copy of FIFA 12 to play the Euro 2012 tournament seemed to be a barrier to sales. It certainly killed off the chances of impulse buyers picking up the game as they may have done on the high street in the past. The tournament games also used to act as a sneak-peak of the tweaks and improvements ahead of the next annual release, which wasn’t possible with a DLC release for an existing title.

But what of the upcoming World Cup next year? Wilson admits to not having plans yet, but said, “We have to learn and figure out when is the right time to do it again.”

I’m guessing June next year may be a good time. But it looks like we may see a standalone release again. If EA can keep the price reasonable for retail and digital versions, we think it could be more successful than last time. Well, while each territory’s team is still in the competition at least. England crashing out at the group stage wouldn’t help sales over here for example.

Add a comment4 comments
7523  Jun. 29, 2013 at 14:25

The reason it was unsuccessful is because it was way overpriced for a few graphical changes to FIFA 12, it wasn't "ahead of it's time" at all. Standalone Euro/WC games in the past have all offered huge gameplay improvements and imo were pretty much always better than the two yearly titles they were released in between because the team who worked on them were much better.

hjkhkjhjkhj  Jun. 29, 2013 at 14:39

No, people just don't want to be scammed

socialjeebus  Jun. 29, 2013 at 16:50

Lol, yet another laughable "excuse" from EA.

As someone who bought it (and instantly regretted it) it was terrible - way overpriced, ill thought out and added almost nothing to FIFA 12 (in fact there were / are so many better 3rd party mods).

I often wonder who these statements are aimed at, maybe investors - because customers are having trouble swallowing that crap.

AlexPortugal  Sep. 10, 2013 at 01:30

I hope FWC 2014 is a standalone release....

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