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    ELECTRONIC ARTS (EA)

    EA Q1 2026: Holds Battlefield at $70, front-loads Q2 marketing

    Reported on Jul 30, 2025 (After Market Close)
    Pre-Earnings Price$147.79Last close (Jul 29, 2025)
    Post-Earnings Price$151.90Open (Jul 30, 2025)
    Price Change
    $4.11(+2.78%)
    • Robust and Diversified Product Portfolio: EA is leveraging a broad pricing scheme—from free-to-play to premium products—without planning dramatic pricing changes, which supports a resilient revenue model even when facing competitive price pressures.
    • Significant Investments in Flagship Titles: EA's heavy investment in the Battlefield six launch—with unprecedented marketing spending and a comprehensive global reveal strategy—demonstrates confidence in capturing market share and driving long‐term engagement.
    • Strong Live Service Performance and Community Engagement: With low single digit growth in live service revenue outside of Apex and continued expansion across flagship franchises like EA Sports and Apex Legends, EA is well positioned to sustain momentum and deepen player loyalty.
    • Competitive pricing risk: EA’s stance on maintaining a broad but unchanged pricing scheme despite competitors hinting at higher price points (e.g., $80 for flagship titles) could expose the company to margin pressure if consumer expectations shift or competitors force more aggressive pricing dynamics.
    • Stagnant live services growth: The Q&A highlighted low single‐digit growth in live services, excluding Apex, which might signal underlying challenges in sustaining live service momentum amid evolving gamer preferences and volatile FX conditions.
    • High marketing investment risk for Battlefield six: The emphasis on aggressively front-loading marketing spend for Battlefield six—while aiming to build a broad platform—introduces execution risk, especially in a competitive landscape with well-established rivals.
    MetricPeriodPrevious GuidanceCurrent GuidanceChange

    Net Bookings

    Q2 2026

    $1.175B–$1.275B

    $1.8B–$1.9B

    raised

    Net Revenue (GAAP)

    Q2 2026

    $1.55B–$1.65B

    $1.75B–$1.85B

    raised

    Cost of Revenue (GAAP)

    Q2 2026

    $265M–$285M

    $430M–$450M

    raised

    Operating Expenses (GAAP)

    Q2 2026

    $1.11B–$1.12B

    $1.215B–$1.235B

    raised

    GAAP Earnings Per Share (EPS)

    Q2 2026

    $0.49–$0.66

    $0.29–$0.46

    lowered

    FX Impact

    Q2 2026

    5-point headwind and additional 2-point headwind

    1-point tailwind

    raised

    Net Bookings

    FY 2026

    $7.6B–$8B

    $7.6B–$8B

    no change

    Net Revenue (GAAP)

    FY 2026

    $7.1B–$7.5B

    $7.1B–$7.5B

    no change

    GAAP Operating Expenses

    FY 2026

    $4.47B–$4.57B

    $4.47B–$4.57B

    no change

    GAAP Operating Margin

    FY 2026

    16.3%–18.9%

    16.3%–18.9%

    no change

    Non-GAAP Operating Margin

    FY 2026

    27.2%–29.2%

    27.2%–29.2%

    no change

    GAAP EPS

    FY 2026

    $3.09–$3.79

    $3.09–$3.79

    no change

    Operating Cash Flow

    FY 2026

    $2.2B–$2.4B

    $2.2B–$2.4B

    no change

    Capital Expenditures

    FY 2026

    $225M

    $225M

    no change

    Free Cash Flow

    FY 2026

    $1.975B–$2.175B

    $1.975B–$2.175B

    no change

    FX Impact

    FY 2026

    1-point headwind

    1-point headwind

    no change

    Apex Legends Net Bookings Decline

    FY 2026

    40% decline

    40% decline

    no change

    TopicPrevious MentionsCurrent PeriodTrend

    Live Services Performance and Growth

    Q4 2025 noted overall live services net bookings of $5.34 billion with a 2% year‐over‐year decline driven by weaknesses in Apex Legends, while strong contributions came from Global Football, FC Ultimate Team, and The Sims

    Q1 2026 reported overall net bookings of $1,080 million with a 1% decline year‐over‐year; excluding Apex Legends, live services grew in the low single digits, with improved Global Football momentum and a two‐point improvement in Apex Legends performance

    Continued focus on live services resilience with a shift toward better operational execution and innovation despite minor declines.

    Flagship Title Investments

    Q4 2025 mentioned a strategic intent to invest in the biggest long-term opportunities without detailed flagship title commentary

    Q1 2026 provided explicit details on prioritizing flagship titles—with Battlefield 6 receiving record investments and an integrated focus on major franchises like Global Football, American Football, and The Sims

    Increased emphasis and more detailed capital allocation toward flagship titles.

    Competitive Pricing Strategy Risks

    Q4 2025 described EA’s unchanged pricing approach with confidence in delivering “incredible quality and exponential value”

    Q1 2026 reiterated no planned changes to their pricing strategy while maintaining steady guidance, reinforcing consistent messaging

    Steady sentiment and a consistent approach to pricing with no significant adjustments.

    High Marketing Investment Risks

    Q4 2025 highlighted increased operating expenses driven by Battlefield marketing efforts, implying potential risk if returns fall short

    Q1 2026 mentioned front‐loaded marketing investments for Battlefield 6 with significant campaigns planned into Q2 and Q3, but without explicitly raising risk concerns

    Ongoing high marketing investments remain, with phased spending and less emphasis on risk in the current period.

    Robust and Diversified Product Portfolio

    Q4 2025 focused on a broad portfolio spanning strong sports franchises (EA SPORTS FC, Madden NFL), mobile growth via FC Mobile, The Sims, and new IP successes like Split Fiction

    Q1 2026 stressed strong performance across Global Football, Apex Legends, American Football, Star Wars, and upcoming titles like Battlefield 6 and SKATE, reinforcing a diverse offering

    Consistent and expanding diversification, with reinforcement of key franchises and entry of new titles to drive future growth.

    Core Gameplay Optimization

    Q4 2025 detailed significant gameplay updates and optimization in EA SPORTS FC, Battlefield, and American Football to boost engagement and monetization

    Q1 2026 did not explicitly mention “Core Gameplay Optimization,” though gameplay improvements were described within the context of titles like Madden NFL, Apex Legends, and Battlefield

    Explicit focus on core gameplay optimization has shifted, with improvements now integrated into broader gameplay innovation discussions.

    Sports Franchise Expansion and Global Monetization

    Q4 2025 discussed expansion via EA SPORTS FC, American Football, mobile growth with FC Mobile, and leveraging global events like the 2026 World Cup to drive monetization

    Q1 2026 emphasized expansion in sports franchises with strong performance in EA Sports F1 and Global Football along with localized monetization strategies and cross-platform integration

    Sustained and aggressive expansion globally with enhanced emphasis on localized content and cross-platform monetization.

    FC Transition Friction

    Q4 2025 explicitly addressed transition friction from FC 24 to FC 25, citing slower player migration and gameplay concerns from the core competitive cohort, followed by targeted marketing and gameplay updates

    Q1 2026 did not mention FC Transition Friction, implying that the prior issues may have been resolved or deprioritized in current discussions

    FC Transition Friction is no longer highlighted, suggesting successful mitigation of previous concerns.

    1. Pricing Strategy
      Q: Battlefield at $70 or $80?
      A: Management confirmed there’s no pricing change; they maintain a broad pricing mix to deliver value without altering guidance this fiscal year.

    2. Live Services
      Q: Growth excluding Apex?
      A: Management noted that live services, excluding Apex, grew in the low single digits this quarter, with momentum expected to improve in upcoming quarters.

    3. Cohort Spending
      Q: Ultimate Team spending trends?
      A: They reported solid cohort spending with strong retention and engagement, reflecting effective monetization strategies across campaigns.

    4. Battlefield Marketing
      Q: Battlefield marketing approach?
      A: Management emphasized unprecedented investment in Battlefield marketing—front-loaded in Q2 with high-profile reveals and extensive influencer events to build a platform experience.

    5. Competitive Landscape
      Q: How does Battlefield compare to COD?
      A: They expressed strong confidence in Battlefield’s design and community appeal, while acknowledging healthy competition and strategic enhancements to differentiate the product.

    6. American Football Bundling
      Q: Bundling Madden with college football?
      A: Management sees bundling as a positive multiplier for the American football ecosystem, enhancing fan engagement and supporting long-term growth, especially as global interest rises.

    7. User Segmentation
      Q: Are college football and Madden distinct?
      A: They stressed that although there is some overlap, each game preserves a distinct fan experience and identity, ensuring tailored offerings for both college and professional audiences.

    8. Mobile Monetization
      Q: Impact of App Store changes?
      A: Management intends to leverage recent App Store shifts to remove funding friction and enhance mobile monetization through region-specific strategies, without compromising player experience.

    Research analysts covering ELECTRONIC ARTS.