EA Sports: Madden NFL 15

This case study demonstrates how Madden, a 25-year-old video game franchise, increased its sales to a record level by using a creative tool to deliver personalized content to young American gamers.

EA Sports: Madden NFL 15

Agency: Heat

Objectives

For the first time in Madden's history, the franchise faced the challenge of winning over the next generation of gamers. After two-and-a-half decades of being a video game and pop-culture icon, Madden's dominance faltered. In a year's time, this 25-year-old video game franchise experienced a 650,000-unit drop in salesi and saw its buyers aging out, with an average age of 26—four years older than the buyers of other top-selling gamesii.

Electronic Arts (EA) segmentation studiesiirevealed that the 12-17-year-old generation was the fastest...

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