FIFA 12: Love Football, Play Football

EA Sports, the world's largest video games developer, needed to offset a declining games market and sustain the record-breaking performance of its FIFA football franchise of games with the launch of the latest game, FIFA 12.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands