At the end of 2020, Electronic Arts acquired Codemasters, in a deal that surpassed £ 1 billion. The company hopes that its purchase will allow it to offer users a racing game every year, aligning with the strategies already seen with the EA Sports franchises.
In a recent financial report, Electronic Arts highlighted the reasons behind the acquisition, including the desire to expand its position in the racing game sector, defined by CEO Andrew Wilson as “one of the few truly global sports.” Codemasters offers many possibilities in this sense, thanks to the Dirt, Dirt Rally, Grid, Project Cars, and F1 series (without forgetting the World Rally Championship license to be exploited starting from 2023).
This rich portfolio, coupled with EA’s Need for Speed, Burnout, and Real Racing series, ensure an actual mine of franchises to alternate constantly, but that’s not all. COO Blake Jorgensen said the genre is “one of the best growth opportunities available.”
According to Jorgensen, in fact, Codemasters has an unexpressed potential, undermined by publishing and marketing strategies not up to the value of series like Dirt or Grid. In this sense, EA can guarantee a better structure, and the experience of the British studio can help improve even the same Electronic Arts franchises (for example, Need for Speed ).
Therefore, racing fans can expect many surprises in the future as EA appears to be intent on conquering the entire genre.