EA and Microsoft announced today they are halting all sales of their products to customers in Russia and Belarus, the two nations currently involved in a hostile invasion of Ukraine. The moves follow measures taken by EA to remove Russian teams from their FIFA and NHL products, announced earlier this week, and comes at a time when other publishers are taking similar steps.

Microsoft’s decision to suspend services and sales in Russia is potentially massive, with the company owning the XBOX brand, and therefore cutting off all XBOX users in the Russian region. It appears that EA are the only firm to also extend their ban to Belarus, a key tactical ally for Russia in recent times, but that could change as companies become more aware of the obsequious support for Putin that Belarussian President Alexander Lukashenko has provided.

Putin pleads for an end to sanctions

EA and Microsoft are not the first companies to stop all sales to Russian customers over the aggression toward Ukraine, with Cyberpunk 2077 makers CD Projekt stating earlier in the week that they will no longer sell Cyberpunk or their previous hit ‘The Witcher’ in Russia. Along with Microsoft, EA are by far the biggest gaming company to take this step though, and their decision has been met with praise from the majority of the non-Russian world.

Other firms to cut relationships with Russia over the invasion of Ukraine include the likes of Apple and Nike, meaning that the global pressure on the nation is increasing daily at this point. Putin has also claimed his nation has only acted in response to other nations, and pleaded for an end to sanctions as the quality of life in Russia has been eroded by their status as largely an international pariah.

EA makes some of the biggest games in the world, selling both their FIFA and NHL products widely in Russia, which is estimated to have as many as 40m gamers in 2022. The move will only increase pressure on the government, with reports circulating this week that many Russian citizens are turning away from their state-run TV and seeking out more neutral sources of news of the invasion that caused global disruption since it began.

The move will also hurt Microsoft and EA’s bottom line, with existing customers no longer allowed to purchase or spend virtual currency in game as a result of these decisions. It remains to be seen whether the move means that only direct EA titles, such as FIFA and NFL games, will no longer be sold in Russia and Belarus, or whether the decree will also extend to titles like Apex Legends, which are owned by EA but made by Respawn, who own the studio.