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...