From 'Madden NFL' to 'The Sims,' Electronic Arts is a gaming giant

• Electronic Arts, founded in 1982, has become a major influence on U.S. culture with popular games like "Madden NFL" and "The Sims."
• EA invests in STEAM education and partners with universities like Stetson to foster the next generation of game creators.
• The publicly traded company has announced plans to go private through a sale to a group of investment funds.

This story is part of the Iconic Brands series, a USA TODAY network project showcasing the companies and brands that helped shape the nation's identity, economy and culture. The series celebrates American ingenuity with a deeply reported examination of how brands intersect with history, community and everyday life in celebration of the nation's 250th anniversary. Find more at https://usatoday.com/usa250/iconic-brands

“Plants vs. Zombies” was where gaming started for Arnold Shakirov, a senior at Stetson University in Florida. 

The Russian transplant grew up playing the game, which involves using super-powered plants to battle zombies. The game helped Shakirov connect with family and opened a "new world" to him.

Now, Shakirov is pursuing his dream of using his game creation skills at Electronic Arts.

"I grew up on their games ― on 'Battlefield,' on 'Sims,' on 'Plants vs. Zombies.' It's basically my childhood. ... It means a lot to me," Shakirov said.

EA has brought gaming to life for decades, with the company's reach spanning the U.S. and beyond.

Since launching in the early 1980s, EA has influenced U.S. culture with its products — some of which are so popular they are household names — and technological advancements that have brought people together in fresh ways.  EA's influence also extends to public and private education, with investments in science, technology, engineering, arts and math.

Electronic Arts and a cultural 'revolution' in gaming

Even those without much of an interest in gaming have probably heard of "Madden NFL" or "The Sims," both staple EA titles. The business produces games for a variety of platforms, including PCs, consoles and phones.

The business was launched in 1982. That's when Trip Hawkins left Apple to launch Amazin' Software and later renamed it Electronic Arts, according to Britannica Money.

Electronic Arts, which had been focused on "providing a platform" for game creators, began developing games itself in the early 1990s and began acquiring other businesses, according to EBSCO. Hawkins left in the early '90s.

Since then, the company has seen multiple changes and innovations as technology has progressed.

"It's been a cultural change, and EA kind of led that revolution back in the early 90s," said Ben Noel, a former EA executive.

Noel is now the executive director of the Florida Interactive Entertainment Academy at the University of Central Florida, which has seen many graduates go on to work for EA. Noel was vice president and studio chief operating officer of EA studios in Austin, Texas, and Orlando.

During Noel's time at EA, the company developed "Ultima Online," a popular role-playing video game developed to allow many people to play online at the same time ― World of Warcraft, while not an EA title, is also that style of game.

At the time, creators weren't sure how successful it would be, Noel said.

"You know, 80,000 people jumped on the first weekend and crashed all the servers," he said.

Innovations in inclusion at EA

While it's known for major video game series such as "Battlefield" and sports series, EA has also focused on building games and characters that connect with a diverse mix of people.

"We design inclusive games with diverse stories, worlds and characters, and provide our players with options to play within these experiences and see themselves represented," the company said in its 2024 Impact Report.

"The Sims 4" is an example. "The Sims" is a highly popular "life simulation game" where people can create characters to participate in virtual scenarios.

With "The Sims 4", EA added an option for characters to have the vitiligo skin condition. That was after people in the game community requested the feature, according to EA.

"We were proud to partner with Winnie Harlow, a beauty entrepreneur and avid Sims player as a child, on this inclusion," according to the 2024 Impact Report.

Other examples of "inclusive player experiences" listed in the report include a character in "Star Wars: Galaxy of Heroes" that has a "limb difference."

'Madden NFL,' 'the world's biggest football game'

One of the biggest names in gaming came with "Madden NFL" ― the wildly popular football video game series named after the late NFL coach and commentator John Madden.

The game evolved from "John Madden Football, a computer software title for the Apple II," according to Britannica. "The franchise was popularized with a move to the Sega Genesis console in 1990 and the Super Nintendo Entertainment System in 1991."

Not long after that, the game became "Madden NFL."

"It's the world's biggest football game," Noel said.

"Madden NFL" is also very popular in the competitive esports world, with star-studded matches and major cash involved.

In February, top Madden gamers competed for a $1 million prize pool at the Madden Bowl in San Francisco, according to EA. The largest share went to Drini, who won $250,000 for his efforts.

EA could go from public to private

As for the future, EA has a big shift in store. The public entity could go private with a sale to Saudi Arabia’s Public Investment Fund, Silver Lake and Affinity Partners. Affinity Partners is the firm of Jared Kushner, President Donald Trump's son-in-law.

The deal still needs to be cleared by regulatory agencies and EA stockholders.

"Looking ahead, we will continue to push the boundaries of entertainment, sports, and technology, unlocking new opportunities," EA CEO Andrew Wilson said in a statement.

A representative from EA said via email that an official was not available to comment in time for this story.

EA is investing in the next crop of creators

EA invests in science, technology, engineering and mathematics education for young people and aspiring game creators.

In February during the week of the Super Bowl, EA worked with the NFL and other groups to give 100 students a special learning opportunity. Students learned some of what goes into making "Madden NFL" and other games, including motion capture technology and game design.

"We believe sport has the power to connect and to inspire, and when a student's love of football combines with STEAM, these next-gen skills come to life and open doors to careers that are creative, innovative, and within reach," according to EA.

Dengke Chen, Stetson University associate professor of digital arts, said the company is helping Stetson students, too. EA works with Stetson to give students a summer research experience at the University of Central Florida's Florida Interactive Entertainment Academy.

EA also sponsored the first video game design competition at Stetson. Daryl Holt, EA senior vice president, helped judge the entries. Winners get a 30-minute portfolio review with Holt.

EA-sponsored contest focuses on 'Awakening the Sleeping Giant'

The contest asked participants to create a game based on the theme "Awakening the Sleeping Giant​."

Some of the winners were at the university on March 12 during one of Chen's classes, where students practiced a component of the gaming animation process called retopology.

Thomas Lamoureux and Bridget Wexler, both juniors at the university, teamed up to create a game called "Erdenfall" and took third place in the competition. The game involved players traveling in a world that exists on the back of a giant wolf.

Wexler, a digital arts major and computer science minor from Rhode Island, said she grew up around video games. She said "It Takes Two," a critically acclaimed cooperative game developed by Hazelight Studios and published by EA, had an impact on her in part because of its visuals.

"When that came out it was really kind of groundbreaking for a two-player game, especially the design and everything, the levels ... That really got me into game design as well," she said.

Another standout in Stetson's video game design competition was Shakirov, the student from Russia who grew up playing "Plants vs. Zombies." He took home the "Rising Talent Award" for his game, "Giant Rat."

"This is mostly a philosophical game about your choices. Even if you don't think they matter, they still matter and they still reflect some way in reality," he said.

When asked about EA's influence, he said one of the most important things to him is how the company responds to player feedback.

"I'm really grateful that they treat the franchises ... with respect and honor," he said.

How the list was selected:

The USA TODAY list of 50 Iconic Brands identifies American companies that have profoundly shaped the nation’s identity, economy and culture. The list is not definitive. Editorial selection factors included historical significance, industry-building innovation, measurable economic influence and lasting cultural impact. These brands were chosen for transforming daily life or becoming enduring symbols of American values. Long-term relevance and sustained national influence carried greater weight than short-term financial performance or recent popularity. Brands did not have a role in shaping the list or our coverage to ensure journalistic independence and to maintain the credibility of the selections.

Contributing: Steve Gardner, USA TODAY