EA Looking To Rev Engine (New York Post)
With sales of its flagship Madden football video flattening out, Electronic Arts is looking to open up its offense. CEO John Riccitiello, who rejoined the company last spring, has extended EA’s pricey, exclusive NFL license, negotiated a new, exclusive in-game ad deal with Microsoft’s Massive Inc., jumped into iPhone game development and, in perhaps his boldest gambit, kicked off a hostile takeover attempt of Take-Two Interactive, the maker of the lucrative “Grand Theft Auto” series.