EA Sports FC takes a significant risk by changing its name, according to FIFA.

Electronic Arts (EA) has released EA Sports FC, a new football simulator game that marks a departure from their long-standing partnership with Fifa. The split reportedly came after a disagreement over the cost of the licence to use the Fifa name. This rebranding effort is unprecedented for a dominant franchise like Fifa, which has been the best-selling game in the UK since the 1990s. The Fifa video game franchise earned EA $2 billion in net revenue in 2020, compared to $513 million in 2010. The decision to change the name poses significant challenges, as it risks removing the authenticity associated with the flagship title. However, EA remains confident that fans will embrace the new game, given the strong fanbase the Fifa franchise has built over the past three decades. While the focus has been on the rebranding, reviewers have generally given positive feedback on the actual gameplay of EA Sports FC 24. Despite the change in name, the game will still maintain its access to football licences, offering player likenesses, replica kits, and accurate stadiums. The Ultimate Team game mode, responsible for over 50% of the game's revenue, has remained unchanged. In-game purchases and loot boxes have become controversial in recent years, but EA defends their use as a way to provide players with choice in how they engage with the game. EA Sports FC 24 has also introduced female players for the first time, which has been praised for normalizing the women's game. The success of the rebranding will be determined in the opening week, as EA hopes to sustain positive sales and retain their dedicated fanbase.