What if we told you PlayStation could’ve possibly had a decades-long exclusive soccer sim series? Most wouldn’t even dare think this would happen, but back in the 90s, it almost did.
The late 90s was a pivotal period for gaming, in general. PlayStation, already a household name, was setting precedents for realistic experiences on its industry-disrupting console, the PSOne. On the other hand, Electronic Arts capitalized on the popularity of FIFA, who had become a household name, to cultivate its then-flagship sports brand. However, little do most people know that a potential deal could’ve disrupted the entire landscape of football games.
Delving into an intriguing revelation made by EA’s former vice president of European marketing, Tom Stone, during a conversation with Time Extension, we find that FIFA found itself at an unexpected crossroads in 1997 – one that almost saw it shake hands with PlayStation and NOT electronic arts.
Contrary to popular belief, the long-standing relationship between EA and FIFA wasn’t always as financially robust as perceived decades later. The International Soccer Licensing (ISL) body, which managed the FIFA licensing then, discreetly approached Sony, offering them the elusive FIFA license.
Why would ISL, in its strategic mindset, veer towards Sony? It is worthwhile to note that, at the time, Sony’s PlayStation was the burgeoning giant in the gaming industry. The prospect of FIFA, the venerated name in football, aligning with PlayStation was a tantalizing proposition. Sony, already harboring its Adidas Power Soccer series, albeit less successful than FIFA, might have seen this as an opportunity to upscale its soccer game genre. However, what makes this nugget of history more fascinating is that Chris Deering, the then-president of Sony PlayStation Europe, chose relationships over opportunism. Prioritizing the long-term partnership with EA, Deering ensured Stone that Sony wouldn’t proceed with the FIFA deal unless EA faced insurmountable challenges in renegotiating with FIFA.
The implications of such a possible shift in license ownership are monumental. Sony helming the FIFA license from the 90s would have resulted in an alternate trajectory, reshaping the very identity and experience of soccer games. And as we examine this “what could have been,” there’s a layered understanding that the decision might not have been solely about a game’s title.
Given the myriad licensing involved – continental competitions, national teams, club teams, and more – owning the FIFA name without the associated partnerships might have been a hollow victory. Furthermore, the inherent branding value of FIFA, combined with EA’s marketing muscle and game development expertise, had created a synergetic powerhouse. This collaboration was fundamental in fostering the brand’s equity and worldwide recognition.
However, not all was rosy in the EA and FIFA gardens. The nuances of their relationship unveiled an underlying friction. While EA had exponentially expanded FIFA’s brand, there was an increasing sentiment within EA that it was giving too many benefits to FIFA, without adequate reciprocation. Marc Aubanel, an integral producer of FIFA games in the 90s, divulged that EA had contemplated dropping the FIFA license decades before they eventually did. A primary concern was the vast brand equity EA had built in the FIFA name. The very thought of rebranding was part of the reason for the hesitation.
Of course, given Sony’s own marketing acumen and ability to build network and build strong ties, who could say that it wouldn’t be able to create a proper soccer sim that could rival if not surpass the FIFA titles at the time? Plus, the added benefit of console exclusivity, which, at the time, wasn’t as controversial, could’ve made for a win-win situation. After all, if the PSOne could sell almost 102.5 million units without its own FIFA-branded exclusive soccer sim, how many more could it and its successor would’ve sold?
Fast forward to the present era, the dynamics have evolved. EA recently dropped the FIFA license, transitioning to a new name, EA Sports FC, and the brand hasn’t witnessed a substantial dip in its global sales. The ecosystem’s resilience, fortified by licenses with premier leagues and players, testifies to its brand strength cultivated over decades.
Now, the question is no longer, what could’ve been, but rather, will Sony and FIFA agree to work together this time? If so, could they create an alternative dynasty, akin to the then-legitimate-contenders, Pro Evolution Soccer, which thrived during the PlayStation 2 era?
We’ll never know the answer to these questions until we see them play out in real life. But, at least one thing is for sure, FIFA is confident in its new partnership as it prepares to go head to head against EA in a few years time.
