Electronic Arts

Delivering multi-territory digital marketing campaigns at scale

Business problem

EA’s mission is to become the owner of creative content and put their global player base first. In 2009, Freedman was approached to help solve fundamental challenges in how their advertising campaigns were being run, a problem that was standing in the way of their progression. A decentralised campaign production process combined with numerous disconnected production partners meant that campaigns were marred by duplications, inconsistent assets and ultimately damaging to the brand’s identity.

Solution

Freedman’s experience in managing global campaigns provided a turnkey solution in helping EA achieve their mission. They required access to a huge variety of content in multiple languages, all within tight timeframes. To achieve this, Freedman pulled together inhouse and offshore production studios to rapidly produce, deliver and quality-check thousands of digital and video assets across over thirty markets. The act of centralising both production and the overarching campaign execution resulted in a clear cross-market consistency upon release of key titles, exposing the global player base to the intended messages behind this content.

Outcome

We have supported EA on their journey to become the biggest game publisher worldwide, helping them successfully deliver mass media campaigns for their biggest franchises such as The Sims™, FIFA, Battlefield, Need For Speed & Star Wars.

At the end of 2017, EA delivered incredible results. Their digital net bookings came in at a record $3.75bn.

This has gone up by 18% every year and now represents 67% of the business: FIFA’s community has grown to nearly to 42 million players: Star Wars Battlefront™ II has almost 70% of players engaged in single-player campaigns: Battlefield™ 1 has more than 25 million unique players to date, and The Sims™ playerbase has grown by 35% every year.

What our clients say

“We see Freedman as an extension of our in-house team. Adaptation is a complex business and Freedman ensure they understand not only EA’s needs but the changing market needs and technology.”

Candice R.,

Director, Content Adaptation & Distribution,

EA

Contact

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