The new licensing model is non-exclusive and is derived from lengthy discussions between EA Sports and FC 24 Coins, specifically concerning FIFA 's FC 24 Ultimate Teamure in the gaming world. FIFA plans to work with several partners instead of settling down with one publisher to avoid becoming locked into another long-term arrangement. FIFA is currently involved with multiple publishers, investors, and media companies to develop a new soccer simulation game, set for release in 2024. Infantino added that FC 24 Ultimate Teamure strategies will revolve around ensuring the best overall experience in all games released by the company to please its player base. FC 24. which is currently in development, is rumored for release during the summer of 2023.
When people say FIFA, they would think of one of two things: The governing body of world soccer or the soccer video game. The two have become ubiquitous with the FIFA name. However, a seismic shift in the video game world and the cultural lexicon is about to take place as Electronic Arts is ending partnership with FIFA. The yearly soccer games will be rebranding into EA Sports FC.
In a press release announcing the rebranding, Cam Weber, Executive Vice President at EA Sports, celebrated the 30 history of the franchise and spoke of a "new era" that the developer wants to "take global football experiences to new heights. EA also assured fans that all of the franchise's best-known game modes like Ultimate Team, Career Mode, VOLTA, and more will remain with EA Sports FC in this new FC 24 Ultimate Teamure, as well as its partnerships with the world's biggest soccer leagues like Premier League, Bundesliga, MLS, LaLiga, and over 300 other license partners.
The possibility of EA and FIFA separating has been speculated for some time with the two entities publicly at odds over negotiating new business arrangements. There were earlier reports that Electronic Arts trademarked the "EA Sports FC" title with the possibilities ranging from being a new game mode, a free-to-play mode, or, as today's announcement confirms, a franchise rebrand. Then the FIFA governing body was rumored to be asking for $1 Billion every four years for EA to have permission to emblazon the FIFA name and logo across the box. FIFA was also reported to be looking into expanding its direct reach into the digital spaces like esports and NFTs on its own.
Soccer video games are going through a bit of a shakeup as the free-to-play UFL looks to enter the market and has secured brand and likeness rights to players like Cristiano Ronaldo and clubs like Borussia Monchengladbach and West Ham United. Konami's rebranded eFootball series is also free-to-play but has had major issues transitioning to the new model. EA Sports FC will still be the lead game in the mix but wades into uncharted territory looking for a new identity.
It will be interesting to see how much of the licenses to teams and player likenesses EA will be able to retain without direct buy EA FC 24 Coins input, though it's been said that things of that nature are agreed upon through a different agreement and may be mixed in somewhere with the 300 license partners EA claimed it has going forward.
