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...