EA’s Maneuverings Reflect Well on Our iPad Rentals

Our traditional customers might need to rent iPads for an event, trade show, or training seminar. But our new media and cutting-edge clientele will sometimes use the devices for a different purpose.

It is not uncommon, for example, to see experiential marketing firms using the iPads to host games on-site in order to drive traffic to booths. Internet cafes, gaming seminars, and other "new wave" functions can be well-served by the iPad.

As it stands, there are more games appearing on the iPad than ever before, resulting in a market shift from the console standard.

The market is changing, and large digital companies like Sony, Blizzard, and Nintendo are shifting with it. EA, one of the bellwethers in the game development industry, has reported that tablet devices are taking a large piece out of the pie.

Forty percent of the pie, to be exact.

John Riccitiello, the company’s CEO, has come forward to share his thoughts on the evolution. Riccitiello said, "I would argue that there's more to be provided in terms of value for the consumer in micro-transactions and social experiences and driving those better in cross-platform gameplay between a console and a PC and a handheld device and a social network than there is supercharging graphics."

EA’s knowledge of the market has led it to begin expanding its mobile markets – well ahead of its competition. It recently purchased Popcap Games, one of the leaders in the mobile gaming space – but that shouldn’t be surprising. But this is exactly the sort of rhetoric is what has made EA the giant that it is among the game industry. And it’s also why, even in the light of this changing marketplace, the company will report minimal losses this quarter.

Michael Pachter, an analyst at Wedbush, is willing to put his mouth where the money is. He believes EA’s move towards mobility – and the iPad – will yield profits. Pachter said, "We view the PopCap acquisition as a long-term positive; though the costs may be high, the opportunities in digital casual gaming are large and growing much faster than EA's traditional packaged goods business."

As the world’s largest provider of iPad rentals, we’re happy to hear it.