The boss of EA Sports, Peter Moore has been outlining his aims for the division of the video games behemoth - saying he believes that the brand can be a globally recognised phenomenon just like Nike or ESPN.
Currently, Moore feels EA Sports is too North America-centric, explaining on GameDaily that the company needs to diversify its offerings.
"I think the key is, if you look at the consumer and you look at what is important to the new consumer of today, do you have as much relevance in the life of a consumer that Nike and ESPN does?" he asked.
"Do you give them an experience in sports that is different, unique and certainly nothing that anybody else can do inexpensively? And is today's consumer more interested in interactive entertainment and more interested in not just sitting back and watching but actually diving in and taking part? I don't think anything really matches EA Sports."
However, one of Moore's big challenges is making the brand relevant to people outside of the US.
"It's an American voice. It is for better or worse, seen as a United States brand that exports its products to Europe or Asia or to South America," he said. "Great brands, Nike being one of those, feels local to people."
Diversifying its offerings is now key, whether it's the forthcoming free, ad supported trivia game GameShow, tennis, cricket, mixed martial arts or open-wheel racing.
"Right now if I talk EA Sports in Europe, people see it as a holding company for FIFA," Moore continued. "We're going to have a bunch of games that have different experiences here in North America. We don't have that depth and penetration into the psyche of the European sports consumer.
"We need to change that and we need to change that quickly."