Presentation on theme: "Electronic Arts. 1982 - EA started as a publisher focused on independent developers and promoted software as art. 1988 - EA started developing more of."— Presentation transcript:
EA started as a publisher focused on independent developers and promoted software as art EA started developing more of their own games and launched the their best- selling franchise John Madden Football. 1990s - 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) First, a little history
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 games 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. Electronic Arts Strategy: Capture the Core & Captivate the Masses Source: 2008 EA Analysts Meeting
Electronic Arts Unofficial Strategy Build anticipation and excitement 12/31/2013 Sample Footer Text Here 4 Pre-Launch 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. Launch Post-Launch Support the community and reach new people Celebrate with the community
Anticipation Excitement Buzz Blockbuster Mentality EA markets video games like Hollywood studios market movies!
"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 McDonalds and EA partnered to build anticipation and allow players to earn points within the online game launch Incorporated in-store and virtual elements Create Scale and Anticipation
Source: Team Xbox Dead Space Comic Book Announced 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 Video GameAnimated Movie Comic Book Series Engage people in your story
8 Get people invested early on Before Spore went on sale, there were already 4 millions creatures on the Sporepedia.
Source: Promo Interactive Magazine, April 2008 Game Daily The hottest independent bands competed for a record contract and inclusion in a game Get people talking "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
In a spot uploaded to YouTube and EAs Web, scenes from the game were interspersed with grainy, real- life images of the war in Iraq. Source: MediaPost Publications, March 2008 EA fostered just the right amount of uproar for Army of Two Stir up some passion
Source: "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 To reach beyond their traditional video game audience, EA created a reality series on ESPN Go where your consumers are
Celebrate product launches We dont launch Madden, we celebrate its arrival!
Source: Sport Business Daily EAs Virtual Playbook More Than Product Placement EA developed an exclusive partnership with ESPN to create virtual players in the ESPN studios, providing immersive product placement Find Like Minded Partners "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: Nielsen – Consumer Insight Magazine, Nov Instead of fighting negative attention, EA rolled with the punches and turned the chatter positive Dont fight buzz, join it What could have been a catastrophe was masterfully turned into more traffic to the EA Sports website and enthusiasm for the video product.
Source: BusinessWeek Tiger Woods Can Walk on Water September 2008 YouTube video of Tiger Woods walking on water attracted over two million page views. Join conversations By listening to consumers conversations, EA turned a glitch into an internet sensation
12/31/2013 Sample Footer Text Here 16 Bring your fans together Gamers from all over the world compete in sponsored local and regional gaming competitions
Source: Brandweek A Real Card: The Sims Goes Shopping April 2007 A Sims Visa card was created to help fans identify each other in the real world Nurture your community
Key Trends 12/31/2013 Sample Footer Text Here 18 Build Anticipation Stir Up Passion Generte Excitement Nurture Your Community Listen Always and Everywhere Leverage Technology
12/31/2013 Sample Footer Text Here 19 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 Create anticipation and excitement Takeaways & Implications
12/31/2013 Sample Footer Text Here 20 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 youve worked hard to build Find new ways to help like- minded brand loyalists connect Nurture your communities Takeaways & Implications
12/31/2013 Sample Footer Text Here 21 Dont 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 Go where consumers already are Takeaways & Implications
12/31/2013 Sample Footer Text Here 22 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 Listen everywhere and be prepared to act Takeaways & Implications
Appendix 12/31/2013 Sample Footer Text Here 23
EA Media Spend 2007 Significant spend in TV, B-to-B
EA Trend Spend 2004-YTD 2008
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 EAs 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, EAs new CEO promised a whole new corporate structure and game development strategy. If the E.A. of four years from now isnt a bunch of properties you havent heard of on a bunch of business models that arent familiar to you, Mr. Riccitiello said, and if most of them cant be picked up the first time by your mother and she cant have fun with it, we wont 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?due to the complexity of the current games 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 hasnt been able to meet that standard… Source: eye-on-bioware/ A brief history of Electronic Arts
EA Game Marketing Principles 4 areas Before the Launch - Anticipation The Launch - Celebration Ongoing Support - Nurturing Expansion – Sequels to blockbusters 12/31/2013 Sample Footer Text Here 28
29 Getting in the Game Electronic Arts uses 3 rd party ad serving companies (Massive and IGA) to handle the placement of dynamic in-game ads in their most popular games. (Playstation and PC) (Xbox and PC)