EA's a star in its U.S. homeland--but not so much in Asia.

EA President for Asia Jon Niermann admitted in an Associated Press report that Asia-derived revenue is "nowhere near where it needs to be. We need to get that growth significantly higher."

Asia revenues account for just 6 percent of EA's total revenues, which hit $3.67 billion last fiscal year.

EA is working towards molding a business model suited for Asian audiences. Where packaged retail goods are its primary source of income in the West, the firm needs to expand its online presence and digital distribution initiatives, partly to counter rampant piracy of physical media in the region.

The publisher has taken major franchises to Asia, including FIFA, NBA Street, Warhammer Online and soon, Battlefield Heroes.