Electronic Arts Tries (Once More) To End Its Football Addiction

Electronic Arts faces a familiar challenge as it prepares to launch Battlefield 6 on October 10: breaking its dependence on the FIFA franchise, now called EA Sports FC, which drives roughly 70% of company profits despite disappointing sales this year. The company has poured unprecedented resources into Battlefield 6, treating it as a platform built for user-generated content rather than a traditional game release. Early signs appear promising -- the trailer hit nearly 5 million YouTube views in a week and shares climbed 5% after beta testing began -- but analysts remain cautious after last year's Dragon Age flop gutted subsidiary BioWare.

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