Multi-brand gaming juggernaut Electronic Arts plans to leverage data, predictive modeling, programmatic technologies and cross-channel media to get beyond the on-off campaign model of advertising. Director of Global Lifecycle Marketing Stephanie Sczech explores how EA is building an always-on, responsive dialogue that is gamer-centric and able to move players across game franchises and brands. With content at its core, and tech driving multi-channel personalization, the plan requires changes in both the tech and the human stack.

1. BUILDING PLAYER RELATIONSHIPS AT
SCALE

2. TECHNOLOGY HAS CHANGED EVERYTHING
The gaming industry is at the forefront
of technological innocation
Channels have converged and digital
seamlessly merge with the physical
Building meaningful player relationships
requires a dynamic system that predicts and
proactively addresses player friction points

4. INSPIRE THE
WORLD TO
PLAY
Everything starts
with our purpose

5. OWNING THE PLAYER
EXPERIENCE

6. HOW DO WE CREATE ONE PLAYER
EXPERIENCE ACROSS A THOUSAND GAMES?

7. CAMPAIGNS PROGRAM
REQUIRES A DIFFERENT MODEL

8. Franchise-Driven Campaigns
Channel Marketing
Push Communications
Limited Player Data Use
Historical
Unified EA Strategy
One Connected Experience
Automated Engine
Contextual
Predictive
FROM TO

9. ONE CONNECTED LIFECYCLE PROGRAM
TRIGGERED
SCHEDULED
ENGAGE
NOTIFICATION
PAID MEDIA
TF2
PAID MEDIA
NOTIFICATIONS
PAID MEDIA
(RETARGETED BANNER) PAID MEDIA
BF1
Entitlement
OPT-IN WELCOME INSIDER
NEWSLETTER
PREFERENCE
UPDATE ONBOARDING
INSIDER
NEWSLETTER ONBOARDING
Battlefield 1 Opt-In LAUNCH
CHURN MANAGEMENT
INSIDER
NEWSLETTER
BF1
BF1
IN-GAME
OFFER
Illustrative Only
Driven By Player Preference and Behavior

10. REVISED STRATEGY FRAMEWORK
$
Rooted In Our Purpose and Always Player-First

11. FOUNDATIONAL PILLARS TO POWER CHANNEL INTEGRATION
$
CONTENT
DYNAMIC
CREATIVE
PLAYER
DATA

12. Data unlocks a high fidelity view
of player friction points
PLAYER DATA

13. ENTERPRISE SEGMENTATION
GROWTH
PRECISION
AFFINITY
AFFINITY
BROWSERS
ACTIVE
TENURED
$$
LOYALISTS
$$$
$
Drive Upward Tier Migration

14. DATA-DRIVEN PERSONALIZATION OPPORTUNITIES
(0pens, clicks, web visits, mobile, social)
Individual
(gamer tag, zip code, age, language)
Events
(entitlements, game play, predictive models)
Engagement
(preference, format, product, placement)
Channel Behaviors
PLAYER ATTRIBUTES
LIFECYCLE
CONTENT MIX
CHANNEL MIX
PERSONALIZATION
Informs Individual Player Journeys

15. CONTENT AT OUR CORE

16. SHIFT FROM CAMPAIGN TO CONTENT
Content Sits at the Core of Our Program

17. INCREASED VALUE THROUGH EXPERIENCE
CONTENT
CATEGORIES
COMMUNITYINFORMATION ENTERTAINMENTUTILITYINCENTIVE
TODAY NEW
Connecting With Players on an Emotional Level

18. BUILD A RICH
CONTENT STRATEGY
CONTENT INTELLIGENCE
WHAT’S TRENDING
“front end”
CONTENT ANALYTICS
WHAT’S PERFORMING
“back end”
META STRATEGY
WHAT IS BEING TRACKED
“data”

19. DYNAMIC CREATIVE: 1:1 CONVERSATIONS AT
SCALE

20. DYNAMIC TEMPLATES
CONTENT
MODULE (3X)
EA PLAY
Hero
MODULE (3X)
DYNAMIC
TEMPLATE(S)
PLAYER
DATA
SCALE: Millions of Versions
Technology Enables Scale, Data Powers Intelligence

21. ARCHITECTING THE SUPPORTING HUMAN
STACK

22. Creating successful experiences requires
marketers to become technologists

23. TECHNOLOGY STACKDATA AND ANALYTICSSTRATEGY AND CONTENT
Global Lifecycle Marketing Strategy
Content Strategy
Cross-Channel Integration
Full Scale Behavioral Marketing
Centralized Player Data
Centralize Intelligence
Multi-Channel Attribution
Analytics and Decisioning Engine
Content Optimization
Integrated Tech Stack Build
Scale Automation (Business Rules)
Digital Asset & Content Management
Channel Integration Engine
Real Time Unifying Platform
Buildingthehumanstack
Connected
Platform
Dynamic Templates
Process and Campaign Management
EXPANDING THE MARKETING ROLE

24. LEAD WITH DATA
CREATE MARKETING TECHNOLOGIEST
OWN THE PLAYER EXPERIENCE
ACHIEVE CREATIVE ELASTICITY AT SCALE
TARGETING CAREFULLY, AND WITH PURPOSE
MASTERING THE METRICS THAT MATTER
IDENTIFY BIG BETS
IN SUMMARY