Electronic Arts and China: EA buys stake in The 9
As far back as the middle of 2004, video game publisher Electronic Arts (NASDAQ:ERTS) was making moves to establish itself in China (and across Asia). It’s since developed a substantial presence with a regional headquarters in Hong Kong and studios in Shanghai, Japan, Singapore and Australia.
Yesterday, EA announced it was buying a 15% stake in Chinese video game company The9 Limited. The announcement is noteworthy, even if largely overshadowed by the more widely reported we’re-going-to-China news from private equity firm the Blackstone Group (which announced China’s national investment agency was making a $3b investment with them to buy a 10% non voting stake).
In the Electronic Arts deal, EA is paying $167m to gain its 15% share of The9 (Nasdaq: NCTY). EA will also give exclusive licensing rights to The9 for the distribution of EA’s multiplayer FIFA Online game in China. It’s a deal similar to one EA struck in South Korea with Neowiz in March (EA bought 19% for approximately $105m.)
China is a difficult market to understand and break into if you are aiming to sell products or services to Chinese consumers. (EBay, Yahoo and other companies have learned that the hard way). Not only are customer behaviors different (in gaming, for example, the market tends to favor multi–player online games -so called Massively Multiplayer Online Role-Playing Games (MMORPG) – much more than in the West), but there are also the Governmental and Regulatory bureaucracies to navigate. Simultaneously trying to learn and manage marketing, sales and political considerations is not an easy task.
The EA deal seems to mark a new type of strategy for wishful corporate suitors. Rather than trying to break in like an adventure traveler with a backpack, a visa and a sense of adventure, Western companies are increasingly trying a more measured “Tour-Guided” approach. They’re looking for partners who know the landscape and will guide them to the best places to visit. For EA, the FIFA Online license deal is likely the first of many steps on that walking tour. If it’s successful, I’d expect to see EA offer similar deals, or partnerships, on the release of other titles as well.
As far as the numbers go, China unquestionably presents a lucrative market opportunity. IDC has estimated there were 31m online gamers in China in 2006 and Click to Read More