EA to scrap licensing deals with gun makers

Games publisher has previously licensed weapons from McMillan Group for its marketing of the Medal of Honor: Warfighter game.
Publish date:
Social count:

Video games giant Electronic Arts has made yet another licensing announcement in the same week it confirmed new Star Wars and FIFA deals.

EA has now announced that it will no longer be pursuing licensing agreements with arms manufacturers for images of guns in its marketing campaigns.

However, EA still intends to feature branded guns in its games. It will simply do so without a licence.

"We're telling a story and we have a point of view," EA's president of labels Frank Gibeau told Reuters, as reported by MCV. "A book doesn't pay for saying the word 'Colt,' for example."

EA spokesperson Jeff Brown added: "The action games we will release this year will not include licensed images of weapons."

The publisher believes this strategy will succeed because gun firms will welcome what is effectively free advertising (some loading animations make a point of showing the brand emblazoned on the side of the weapon).

EA has previously licensed weapons from McMillan Group for its marketing of the Medal of Honor: Warfighter game, while Activision thanks Colt and Remington in its Call of Duty credits.

Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.


Screen Shot 2017-10-18 at 15.25.38.png

What does EA's Star Wars pivot mean for licensing?

Yesterday, top games publisher EA announced that they’re single-player action/adventure Star Wars game was to undergo a significant shift to multiplayer open-world, axing the developer along with it. We explore how the homogenisation of video games could affect licensing opportunities.

Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Executive

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.