A Sports' Andrew Wilson has suggested that by chaning the business model from packaged retail goods in Korea to a free-to-play setup, the business quadrupled in value.
Talking to VentureBeat, Wilson noted a $75 million increase since shifting strategy.
"I think when we had a packaged-goods FIFA based in Korea, I think we were at about a 25 million dollar business down there," he said. "I think what we've talked about publicly is that these days, that's nearly a 100 million dollar business. That's a free-to-play experience."
Although FIFA Online was launched directly in response to Korean consumer demand, EA Sports have been consistently pushing towards a more online, connected experience across a wide range of their products over the last year or two. As Wilson, suggests, flexible business models, or at least certain elements of those models, might well make their way west.
"[FIFA Online] is built off a quality experience - a high-quality, great, 11-on-11 twitch-based experience," he continued. "It's just a different business model. And I think we'll see some of that continue in the west.
"But we're prepared for that. We're prepared to deliver great quality games, and we believe that great quality games, regardless of what business model we go to market with, they monetise at a high rate."