Segmenting the Games Market

Al King

Describes a segmentation study by Continental Research for Electronic Arts (EA), the world's largest publisher of PC games.

Segmenting the Games Market

Jon Beaumont

Dave ChilversandAl King

Electronic arts (EA) is the worlds largest publisher of games for the PC and console markets. EA markets titles created by its own studios, as well as those created by development partners, in over 75 countries. EA is the top publisher in the US and Europe, and in most markets in Asia Pacific. Marketing is devolved to local units in major regions and the UK head office has considerable autonomy within global product plans.

Traditional strategy

In the UK, EA marketed its games primarily to male enthusiasts, using media...

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