EA "very focused" on transforming all its brands into "online universes"

EA's Keith Ramsdale said during the firm's UK showcase this week it plans to put all of its franchises online.

According to a report on Eurogamer, Ramsdale explained it as a way to play a "brand" across multiple devices and used the FIFA series as an example of how it would work, allowing the user to "play how he wants, when he wants and on the device he wants".

"Imagine a player gets up in the morning, plays an online match on his 360 before going to work," he said. "On the bus, on his way to work, he practices his free kicks on his tablet. At lunch he looks at the transfer window on his PC. On the way home he chooses his kit on his smartphone.

"Here's the thing: when he gets home to play again on his 360 that evening, all those achievements and upgrades will be alive in his game "

Ramsdale said EA was "very focused on transforming all brands into these online universes," which will not only provide the consumer with "full control," but will provide a "rich world of content" no matter where they are.