EA President for Asia Jon Niermann told The Associated Press that the firm’s holding in the territory was “nowhere near is needs to be”.
The executive says EA hopes to increase its market share in Asia by launching more online games, with 12 editions of different games expected to roll out this year.
The company has already launched online versions of FIFA, NBA Street and Warhammer Online in the region, with Battlefield Heroes to follow. The online version of Need for Speed: Undercover will launch next year.
The Redwood City, California-based company reported $3.67 billion in revenue for its 2008 fiscal year.
"[The Asia number] is nowhere where it needs to be,” he said. “We need to get that growth significantly higher.”
EA's market share is in the single digits in China, but the company hopes to change by that by launching online versions of FIFA and NBA Street with local partners.
EA is launching FIFA with The9 Ltd., which operates World of Warcraft in China, whilst NBA Street will be handled by game operators Tencent Inc. and T2CN.
EA has offices in 16 Asian cities, with game developing sites in Singapore, Hyderabad, India, Shanghai, Seoul and Tokyo.