For Europe, the annual release of FIFA usually marks the beginning of the retail holiday for the video game industry. In 2018 FIFA 19 released on 28^th September (week 39), in 2019 FIFA 20 released on 24^th September (week 39) and in 2020 FIFA 21 released on 6^th October (week 41). This year FIFA 22 was released on Friday 1st October (week 39). It is safe to assume that from week 39 the market for video games sales gets busy. It is a well-known fact that the two-month window of October and November drives the largest sales for video game software in the whole calendar year. This is due to the symbiotic relationship that big games release at the same time when gift buying for the Q4 holiday period starts. Let us briefly explore the impact week 39 to week 52 has had on retail and digital download sales. From here on, this period will be described as the “Q4” period. 

With the news that Electronic Arts (EA) and FIFA are going their separate ways after three decades of license agreement, both EA and FIFA will now face a momentous task looking to rebrand their football games without each other. This solution could be easier said than done. The problem is that the annual football game from EA has become symbiotic with the name FIFA, so much so that the game is called FIFA with a numbered year suffix, such as FIFA 22. So, when someone says they are going to play FIFA, everyone knows it’s the EA football game. That will have to change from 2023. How damaging will this be to both parties? I would venture less so for EA and more so for FIFA.