FIFA 12: Love Football, Play Football
Client: EA SportsBrand: FIFA 12Agency: Wieden + Kennedy AmsterdamCategory: Leisure & EntertainmentCountry: Netherlands
This is the story of how FIFA 12 defied a declining video games market to achieve record-breaking sales and share.
When the squad turned up for pre-season training at EA Sports' headquarters, the team-talk was bleak. The video games market had been in decline since 2008 and industry pundits warned that 2011 would be its worst year yet. From both a market and macro-economic perspective, everything pointed to falling sales for the...