During Electronic Arts’ Investor Day, Chief Executive Officer Andrew Wilson talked about the performance of EA Access, mentioning that it engages players beyond the publisher’s “wildest expectations.”
He also provided further details, mentioning the new subscribers are often new to EA’s games. Even among those that were already customers, 80% play games of series they haven’t played before.
Those who play two games within EA Access, engage and monetize higher in both than those who don’t have the service. Subscribers also show a higher propensity to actually buy new frontline titles when they come out.
On top of that, they take advantage of the discounts and this turns into a much higher propensity to buy through digital channels.