gaming app for rio 2016

2. EA Sports
EA Sports is a brand name used by Electronic Arts since 1993 to distribute games
based on sports
It faces a huge competition from companies like Activision, Take-Two Interactive,
Midway Games and THQ
In the recent years there is a huge increase in users who play games on handheld
devices and is predicted to go on high numbers in recent years. Hence launching
gaming apps might give EA Sports a great lead ahead others.
With Olympics coming this year a game like “Rio 2016” can be huge success.

3. Products

4. Competitors
Activision
Take-Two Interactive
Midway games
THQ

6. Strengths
• Diversification of Products and Markets
• Acquired Subsidiaries
• Contractual Right Agreements
• Entry into new industries

7. Weaknesses
• Net loss 2008,2009,2010
• High Development costs
• Decreasing Stock Prices

8. Opportunities
• Increased game usage
• Increased scope of target markets
• Online gaming and downloads
• Rapidly growing technology

9. Threats
• Current Economy
• Secondhand game
sales
• Piracy
• Competition

10. Term Ending 3/31/2016 3/31/2015 3/31/2014 3/31/2013
Total Revenue 4,396,000,000 4,515,000,000 3,575,000,000 3,797,000,000
Cost of Revenue 1,354,000,000 1,429,000,000 1,347,000,000 1,388,000,000
Gross profit 3,042,000,000 3,086,000,000 2,228,000,000 2,049,000,000
EA Income statement
Year 2015-16 had a decline its revenue and also its production but the gross profit was lower
than 2014-15 which can be considered for the fact that EA is not focusing more on a major
segment of gaming market i.e. gaming on phone/tablets. To achieve its previous market
control EA should focus more on mobile gaming while keeping its previous assets and
product line intact.

13. Android games
Download

14. Collaborators
XBOX

15. Product will be launched in the opening ceremony of Rio
Olympics 2016. It will be first launched for XBOX exclusively
as full game and then followed by app version in Google play
store, Microsoft store and Apple Store.
EA Sports Rio 2016 Launch

16. Competitors
The game exclusively do not face any competition since EA
Sports is the only company which focuses more on different
kind of sports while it still face competition from various
other video games of Activision and Ubisoft

18. • This is an gaming app that
lets people play different
sports in a single platform.
• Customers of the age group
12-25 are a major target as
they do a lot of gaming on
mobile
• People who travel on a
daily basis can be seen
playing mobile games to
pass their time
• Also the app is for olympics
enthusiasts who follow
worldwide events
CompanyCustomer
• The company will get
the very needed source
of mobile marketing
and a new platform for
promotion of its
products as well as a
source of challenge for
the competitors like
Activision and Ubisoft.
collaborators
• The collaborators would get the
chance to promote their stores
by the renowned personalities
who are involved in the
marketing programs of the
company.

19. T
A
C
T
I
C
S

20. P
R
O
D
U
C
T
• Product will be first launched for Xbox only.
• It will comprise of games like Athletics, swimming,
Archery, Shooting and many more that are played in
Olympic while keeping in mind that game like football,
basketball which are already part of EA product line are
not in this game.
• One can also represent in form of manager of country
and play all the games.
• Game will also be introduced in App form in various app
stores.
• The USP of product is it bring all sports games on app
stores under one platform.
• The cost of making product is $350 million and launching
it in app version may cost $1 million
S
E
R
V
I
C
E

21. B
R
A
N
D It’s in the game
Name
Logo
Slogan

22. P
R
I
C
E
• Free version of app will be given open to all with certain
upgrades in level and ultimate team provided at a
nominal charges upto $10
• Premium version will be of $60 which will come with all
additional features of app
• Additional features will unlock manager mode, ultimate
team, and quarters, semis and finals of all the games.

23. Incentives
• App will be provided free to all with certain passes
purchased during Olympics.
• Customer will be getting premium version of app if
he/she buys the game version on Xbox.
• There will be package details for games like athletics in
which one can buy all levels of different games at a
lower price.

24. Communications & Distribution
• The key features of app will be communicated on tickets
of Rio 2016 with a QR code to download app instantly.
• Customer can download it for free at stadiums of Rio.
• The product will be distributed by our collaborator Xbox
exclusively
• Sharing app with friends can give you a trip to brazil.
• Displaying it on the screens of stadium.
• Links to install app on social media.

25. Project
Manager
Production Manager
Team Leaders and
Staff
Marketing Manager
Team Leaders and
Staff
Operations Manager
Team Leaders and
Staff
IT Manager
Team Leaders and
Staff
Sales Manager
Team Leaders and
Staff

26. • A 3-tier team structure is required for this app.
• High quality R&D is required to deliver the best to
the user.
• The Manager, HR and Manager, Public Relations
must work closely to identify potential
collaborators like some prominent gyms and
famous trainers.
• An effective feedback mechanism is also required.
Infrastructure

27. Extensive
marketing to
promote the app.
Research and
development to
improve the app.

28. • Announcing Rio 2016 with lighting of Olympic torch.
Marketing of product and app continues with the
torch as it moves in new countries.
• Launching of product in the inauguration ceremony of
Olympics.
• App will be introduced in market one month before
the launch of product for marketing of product.
TIMELINE

29. Disclaimer
Created by Abhishek Goyal of IIT Kanpur
during a Marketing Internship by Prof.
Sameer Mathur, IIM Lucknow.