FIFA is a series of association football sports video games developed and released annually by Electronic Arts under the EA Sports label. Football video games such as "Sensible Soccer", "Kick Off" and "Match Day" had been developed since the late 1980s and already competitive in the games market when EA Sports announced a football game as the next addition to their EA Sports label. "The Guardian" called the series "the slickest, most polished and by far the most popular football game around". As of 2011, the "FIFA" franchise has been localised into 18 languages and available in 51 countries. Listed in "Guinness World Records" as the best-selling sports video game franchise in the world, by 2021, the "FIFA" series had sold over 325 million copies. It is also one of the best-selling video game franchises.