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FIFA fans might soon have to get used to a new name for the popular video game series. Ever since Electronic Arts (EA) announced a potential rebrand, fans have been speculating on what exactly this means for the games moving forward. Here's what we know so far on why EA Sports might ditch the FIFA naming rights and how the decision could impact the iconic soccer game's future.
Three decades since the FIFA name was licensed to EA, the deal has arguably been among the most lucrative ones out on the market, whether in the sports world or the gaming realm. Selling millions of copies annually, the video game series pulls in billions of dollars with each new title released each year. (In fact, the latest edition, FIFA 22, hit the shelves just this month.)
That evidently profitable partnership, however, might soon fall apart. Besides having to drop the FIFA name and logo, EA also stands to lose rights to the hotly anticipated World Cup.
As the New York Times reports, the rebrand talks are born, at least in part, out of money matters. And a hefty sum at that. FIFA—the organization—wants to double its licensing asking price to hit over $1 billion every four years, following the World Cup cycle. In contrast, the current agreement sets the payout at $150 million per year.
Besides the financial dispute, FIFA is also pushing to include limitations on exclusivity. This means that EA would likely have less options in terms of the content or products it can offer, such as showing actual soccer match highlights or hosting video game tournaments.
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For the fans, the playing experience itself will not undergo any drastic changes. EA has separate licensing agreements with FIFPro, the representative body for soccer players worldwide, and UEFA for Champions League-related affairs. As such, the company can still create the player models in the same likeness as the pros; keep the athletes' names and goal celebrations all intact; and use team names and branded stadiums.
If the deal crumbles—which seems all the more inevitable now—FIFA wouldn't be the only soccer video game to be forced into a name change. Just last July, Konami already rebranded its Pro Evolution Soccer (PES) to eFootball. EA and FIFA will likely announce the decision after the 2022 World Cup in Qatar.
The hope, of course, is that the new brand will catch fire in the same way. Perhaps EA Sports is quite confident of continuing to reap large profits. The developer can bank on a well-established reputation, knowing that it doesn't have much in the way of competition.
But there's no denying that FIFA has become a household name—an essential pillar for both the soccer and gaming communities. Calling the game anything else will leave a perplexing feeling for a long while.
