1 / 29

Electronic Arts

Electronic Arts. First, a little history. 1982 - EA started as a publisher focused on independent developers and promoted software as “art.” 1988 - EA started developing more of their own games and launched the their best-selling franchise “John Madden Football.”

sancho
Download Presentation

Electronic Arts

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Electronic Arts

  2. First, a little history 1982 - EA started as a publisher focused on independent developers and promoted software as “art.” 1988 - EA started developing more of their own games and launched the their best-selling franchise “John Madden Football.” 1990’s - Small-profit or original (”risky”) games were categorically left unfunded by EA; blockbusters and sequels would only get green-lighted. “The goal was to stop making esoteric products for an elite customer base, and go make it in the big-time with mainstream gamers.” Hard Hat Mack (Commodore 64, 1983) Fight Night: Round 3 (PlayStation 3, 2007)

  3. Electronic Arts’ Strategy: Capture the Core & Captivate the Masses • To be successful, EA needs to sell games to both their core gamers and casual gamers. • They excite hard-core gamers through non-traditional marketing. They create anticipation and buzz for the game, much before the game’s arrival, via traditional gaming outlets and WOM • They reach mainstream gamers through traditional TV ads and partnerships that bring the game to new places and new audiences. Source: 2008 EA Analysts Meeting

  4. Electronic Art’s ‘Unofficial’ Strategy EA focuses on the creation of blockbuster games in categories such as sports, combat, and lifestyle (Sims & Spore) They center their marketing communications around big launches for these new games. Build anticipation and excitement Sample Footer Text Here Pre-Launch Launch Celebrate with the community Support the community andreach new people Post-Launch

  5. ‘Blockbuster Mentality’ EA markets video games like Hollywood studios market movies! • Anticipation • Excitement • Buzz

  6. Create Scale and Anticipation McDonalds and EA partnered to build anticipation and allow players to earn points within the online game launch Incorporated in-store and virtual elements "I think this deal reflects a growing recognition by Madison Avenue that video games have become mainstream entertainment with a large and desirable demographic target," - Jeff Brown, EA Spokesman

  7. Engage people in your story EA created a comic book series and a full-length animated movie prequel to their new game “We wanted to give Dead Space fans a more dynamic, quality interpretation of the background story than simply stating it on a website.” - Glen Schofield, Executive Producer Comic Book Series Video Game Animated Movie Source: Team Xbox ‘Dead Space Comic Book Announced’

  8. Get people invested early on Before Spore went on sale, there were already 4 millions creatures on the Sporepedia.

  9. Get people talking The hottest independent bands competed for a record contract and inclusion in a game "We want consumers to feel connected to [our games]. It's a huge opportunity to reach out and say, "What sort of bands do you want?“ - Hillary Dixon, EA Entertainment Marketing Source: Promo Interactive Magazine, April 2008 Game Daily

  10. Stir up some passion EA fostered just the right amount of uproar for ‘Army of Two’ In a spot uploaded to YouTube and EA’s Web, scenes from the game were interspersed with grainy, real- life images of the war in Iraq. Source: MediaPost Publications, March 2008

  11. Go where your consumers are To reach beyond their traditional video game audience, EA created a reality series on ESPN "Madden Nation is a great window into the passion and spirit of competition that lives in the Madden community.” - Brandon Barber, Director of Entertainment Marketing at EA Source: http://en.wikipedia.org/wiki/Madden_Nation

  12. Celebrate product launches “We don’t launch Madden, we celebrate its arrival!”

  13. Find Like Minded Partners EA developed an exclusive partnership with ESPN to create virtual players in the ESPN studios, providing immersive product placement "EA and ESPN are creating one place, inside our EA SPORTS games, where anyone who is passionate about real sports and sports videogames can come for their ultimate sports fix." - Todd Sitrin, vice president of marketing for EA Source: Sport Business Daily “EA’s Virtual Playbook More Than Product Placement”

  14. Don’t fight buzz, join it Instead of fighting negative attention, EA rolled with the punches and turned the chatter positive “What could have been a catastrophe was masterfully turned into more traffic to the EA Sports website and enthusiasm for the video product.” Source: Nielsen – Consumer Insight Magazine, Nov. 2008

  15. Join conversations By listening to consumers’ conversations, EA turned a glitch into an internet sensation YouTube video of Tiger Woods walking on water attracted over two million page views. http://www.youtube.com/watch?v=FZ1st1Vw2kY Source: BusinessWeek ‘Tiger Woods Can Walk on Water’ September 2008

  16. Bring your fans together Gamers from all over the world compete in sponsored local and regional gaming competitions Sample Footer Text Here

  17. Nurture your community A Sims Visa card was created to help fans identify each other in the ‘real world’ Source: Brandweek ‘A Real Card: The Sims Goes Shopping’ April 2007

  18. Key Trends Stir Up Passion Generte Excitement Build Anticipation Sample Footer Text Here Nurture Your Community Leverage Technology Listen Always and Everywhere

  19. Takeaways & Implications Tap into your consumers’ passions points Entice your consumers to want to learn more Integrate your brand into something consumers want to talk about Tell an engaging story Find reasons to celebrate Sample Footer Text Here Create anticipation and excitement

  20. Takeaways & Implications Build a community of passionate brand enthusiasts to spread the love Give your core customers a reason to stay engaged in your brand Provide consistent support to the communities that you’ve worked hard to build Find new ways to help like-minded brand loyalists connect Sample Footer Text Here Nurture your communities

  21. Takeaways & Implications Don’t expect consumers to go where you want them to Find ways to add value where consumers already are Think about how new technology can help you do this Listen to your consumers and embrace the conversations that they are having about your brand Sample Footer Text Here Go where consumers already are

  22. Takeaways & Implications Monitor customer conversations wherever they occur Be prepared to join the conversation at any time Accept more risk Inspire consumers to play with your brand Sample Footer Text Here Listen everywhere and be prepared to act

  23. Appendix Sample Footer Text Here

  24. EA Media Spend 2007 Significant spend in TV, B-to-B

  25. EA Trend Spend 2004-YTD 2008

  26. EA Trend Spend 2004-YTD 2008

  27. A brief history of Electronic Arts EA began started as a publisher which highlighted the independent developers prominently in games and promoted software as an “art” and not simply another consumer product. EA eventually built ian n-house development studio, mostly known for its sports games. By 1990, EA began porting its already award winning library of PC games to console systems. According to EA’s founder, “The goal was to stop making esoteric products for an elite customer base, and go make it in the big-time with mainstream gamers.” This started the shift of understanding games as an art, to understanding them as a product potentially purchasable by a large audience Under Probst, EA began a series of high-profile development studio acquisitions. Small-profit or original (”risky”) games were categorically left unfunded by EA; blockbusters and sequels would only get green-lighted. In 2006, EA’s new CEO promised a whole new corporate structure and game development strategy. “If the E.A. of four years from now isn’t a bunch of properties you haven’t heard of on a bunch of business models that aren’t familiar to you,” Mr. Riccitiello said, “and if most of them can’t be picked up the first time by your mother and she can’t have fun with it, we won’t be the company I want us to be.” In short, Riccitiello sees the future of gaming in the casual games sector - a relatively untapped audience so far, apparently due to the complexity of the current games. But what does that mean? Is Riccitiello serious about a move toward innovation and original titles? Within the EA Games Label, we are committed to running each franchise and facility as a city/state, teams with unique creative identities as well as responsibility for product quality, ship dates and profitability….Unfortunately, EA Chicago hasn’t been able to meet that standard… Source: http://www.artfulgamer.com/2007/11/10/electronic-arts-the-destroyer-of-worlds-sets-its-eye-on-bioware/

  28. EA Game Marketing Principles 4 areas • Before the Launch - Anticipation • The Launch - Celebration • Ongoing Support - Nurturing • Expansion – Sequels to blockbusters Sample Footer Text Here

  29. Getting in the Game Electronic Arts uses 3rd party ad serving companies (Massive and IGA) to handle the placement of dynamic in-game ads in their most popular games. (Xbox and PC) (Playstation and PC)

More Related