Gaming

FIFA declares that whichever game is called FIFA will be ‘the best’

Yesterday, EA announced that its current licensing deal with FIFA is ending: There will be a FIFA 23 later this year, but from 2023 onwards the long-running football series will be rebranded as EA Sports FC. This marks the end of an incredibly successful partnership. Over decades, EA has made billions and constructed a true industry juggernaut, while also adding immeasurable value to FIFA’s brand.

The split comes with an element of risk for EA, and is a disaster for FIFA, which now has to either build a competitor from scratch or wave goodbye forever to the billions of dollars that the series has generated.


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