The Impact of EA Sports’
FIFA Franchise on Soccer’s
Popularity in the US
Vinh-Khoi Le
Jarrett Greco
The Changing Face of Soccer in America
• Soccer becoming more mainstream
in United States
• Second most popular sport amon...
How EA Sports FIFA affects American
Soccer Fandom
• Increased popularity of EA Sports FIFA
franchise in U.S. helps drive A...
EA Sports’ New Marketing Strategy
Helping Drive FIFA’s Popularity
• Until FIFA 11, EA Sports used
European soccer stars to...
GROWH_NA GROWH_EU GROWTH_JAP GROWTH_O GROWTH_TOT
FIFA 2013 -40.38% -26.71% -58.33% -29.32% -14.70%
FIFA 2012 25.81% 21.22%...
Metacritical Analysis
AVMETA AVUSER USER_REVS REV_GROWTH
FIFA 2013 89.12 6.07 278 -44.73%
FIFA 2012 90.00 6.89 503 73.45%
...
Looking Ahead
• 2014 World Cup in Brazil broadcast in US primetime.
• FIFA sales expected to continue increasing in US and...
Works Cited
• http://soccernet.espn.go.com/blog/_/name/relegationzone/id/262?cc=59
• http://sportspath.typepad.com/files/s...
The Impact of EA Sport's FIFA Franchise on Soccer's Popularity in the US by Vinh-Khoi Le and Jarrett Greco
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The Impact of EA Sport's FIFA Franchise on Soccer's Popularity in the US by Vinh-Khoi Le and Jarrett Greco

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A statistical analysis on the effect of the increased interest in and popularity of EA Sport's FIFA franchise on the rising popularity of soccer in the United States. Made by Vinh-Khoi Le and Jarrett Greco.


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The Impact of EA Sport's FIFA Franchise on Soccer's Popularity in the US by Vinh-Khoi Le and Jarrett Greco

  1. 1. The Impact of EA Sports’ FIFA Franchise on Soccer’s Popularity in the US Vinh-Khoi Le Jarrett Greco
  2. 2. The Changing Face of Soccer in America • Soccer becoming more mainstream in United States • Second most popular sport among fans ages 12-24 • Three soccer players rank among most popular athletes in U.S. – Lionel Messi (16), David Beckham (20), Cristiano Ronaldo (24) • MLS has set attendance records each of the past two seasons • EPL agreed to 3 yr./$250 mil. contract with NBC last month – Will broadcast every EPL match
  3. 3. How EA Sports FIFA affects American Soccer Fandom • Increased popularity of EA Sports FIFA franchise in U.S. helps drive American interest in soccer • Exposes fans to top-flight European teams/leagues in a unique, social way • Introduces unfamiliar sport, athletes, and teams in more interactive way than watching games that is preferable to American fans • Access to young demographic – Makes soccer “cool” • "For the longest time, I believed video games and fandom of sport were not connected," he said. "But [FIFA] has done more to advance the popularity of soccer than I have seen with any other sport." - Rich Luker
  4. 4. EA Sports’ New Marketing Strategy Helping Drive FIFA’s Popularity • Until FIFA 11, EA Sports used European soccer stars to market game in U.S. – Not recognizable to American fans/gamers • Prior to launch of FIFA 12, EA Sports adjusted strategy to market game using American celebrities and athletes – Steve Nash, – Calvin Johnson – Snoop Dogg – Andrew Luck – Seth Meyers
  5. 5. GROWH_NA GROWH_EU GROWTH_JAP GROWTH_O GROWTH_TOT FIFA 2013 -40.38% -26.71% -58.33% -29.32% -14.70% FIFA 2012 25.81% 21.22% 50.00% 27.33% 22.54% FIFA 2011 9.73% 33.33% 33.33% 108.33% 30.38% FIFA 2010 21.51% 46.32% 20.00% 22.03% 37.47% FIFA 2009 40.91% 49.21% 66.67% 31.11% 45.72% FIFA 2008 ** ** ** ** ** 0 2 4 6 8 10 12 FIFA 2013 FIFA 2012 FIFA 2011 FIFA 2010 FIFA 2009 FIFA 2008 CombinedXB360andPS3Sales(inmillions) FIFA Games FIFA Sales Breakdown By Country TOT_O TOT_JAP TOT_EU TOT_NA • Console sales for FIFA have steadily increased around the world. NA sales growth weak compared to EU, but still second largest market. • Currently the best selling EA Sports franchise worldwide. • Third only to Madden and NBA in US. • FIFA 2013 opening day sales in US 350K, 42% greater than FIFA 2012. FIFA Sales Analysis (VGChartz)
  6. 6. Metacritical Analysis AVMETA AVUSER USER_REVS REV_GROWTH FIFA 2013 89.12 6.07 278 -44.73% FIFA 2012 90.00 6.89 503 73.45% FIFA 2011 88.44 7.77 290 16.00% FIFA 2010 90.47 7.66 250 48.81% FIFA 2009 87.00 7.80 168 118.18% FIFA 2008 81.61 7.71 77 ** • FIFA is the highest rated sports video franchise by game critics (aka nerds). – Games since 2008 have scored from 87- 90.5 out of 100. – Madden (75-85), NHL (82-88), NBA (82-90) • Growth of user reviews for FIFA games correlates with avid soccer fan growth in United States. – Shows brand-building of soccer through video games.
  7. 7. Looking Ahead • 2014 World Cup in Brazil broadcast in US primetime. • FIFA sales expected to continue increasing in US and worldwide. • Generation growing up with increased exposure as well as different outlook/opinion of soccer. • MLB + NFL = popularity? Not anymore.
  8. 8. Works Cited • http://soccernet.espn.go.com/blog/_/name/relegationzone/id/262?cc=59 • http://sportspath.typepad.com/files/soccer-popularity-continues-to-climb.pdf • http://www.neoseeker.com/news/20933-fifa-soccer-13-launch-day-sales-hit- 353k-units-in-us/ • http://www.metacritic.com/ • http://www.vgchartz.com/
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