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Electronic arts

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For my class an analysis of EA new media marketing.

For my class an analysis of EA new media marketing.


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  • 1. Electronic Arts
    Rebecca Crisan
    One of the leading video game companies in the world, as such they’re constantly marketing different titles to multiple demographics in multiple countries.
  • 2. Challenges and Goals
    • You’re not just advertising the company, you’re advertising each game separately.
    • 3. Each game has a different strategy of promotion and requires different forms of media to back it up.
  • Video Game Theme
    • Not all forms of new media will be right for each game.
    • 4. But in you want to keep it current and fun.
    • 5. So creat a strategy for choosing which mediums to go into.
  • Personas
    • Because each game is different EA has multiple personas it’s trying to reach.
    • 6. People like Jon the Jock, Ned the Nerd, Gabe the Gamer, Susie the Socialite, and Nora the Noob.
  • Social Media
    • They’ve done a good job being present on social media.
    • 7. But they could cross promote a bit more.
  • Blogging
    • There are two major approaches that are taken: blogs as a communication tool for the game producers to the fans, or as a promotions tool.
    • 8. They also don’t promote their company employee blog enough.
  • Giving the Company a Voice
    • The company needs some voices. You don’t know who you’re getting information from in many cases.
  • Success
    • It’s all about hype, until the game is released then it’s about sales.
    • 9. Initially follow the buzz see how much talk and recognition you’re getting.
    • 10. Once the game is released see if the buzz level trends with the sales level.
  • Budget/Timeline
    • Budgets are determined on a game to game basis so see if there is a relation in sales to how much is spent on the marketing budget.
    • 11. Timeline wise it’ll vary for each game. When it’s all about hype the more you can keep people engaged and interested the better.
  • Allocation
    • When dealing with franchises they already have name recognition and you can get away with spending less.
    • 12. With new titles though more marketing is generally required.
    • 13. Other wise it’s all based on a game to game budget.

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