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That one thing is EAs stock price. In 2009, EA's stock was just north of $60. It tanked with the rest of the market during the financial crisis. The market rebounded and EA's stock rebounded with it but not nearly to the same extent. The stock peaked in Oct 11 around $25 right after the launch of SWTOR. As of Fri, the stock closed at $16.18- a drop nearly 36%. Furthermore, this drop has ha been virtually straight down and happened while the broad market was rallying. In addition, the selling has been on heavy volume meaning institutional investors are bailing on EA. These are the people who have the real numbers and they are not liking what they are seeing. Also, there are a fair number of people actively betting that EAs stock will fall further.
TOR may well be the end of EA or at least bring it to the brink of bankruptcy The chart patterns indicate that another large leg down is coming for EAs stock. This will make it even harder for them to borrow money at reasonable rates if they need to. Like the game or not, it may not be around for the long haul or at least that is what financial markets are betting on.