Electronic Arts: FIFA 10: How Big Can Football Get?

EA SPORTS is the leading developer of sports video games with a presence in more than thirty markets around the world and a product portfolio that spans 8 different major sports. FIFA is one of EA SPORTS' two biggest franchises globally, and is their lead title each year in Europe. In effect, the success of the EA SPORTS label in Europe rests on the success of FIFA.

Going into development on the FIFA 10 campaign was no easy feat. Nothing could be taken for granted. The gaming market was in decline overall by 10% and the lead over key competitor PES was a tenuous one.

OBJECTIVES

Business Objective

To achieve a 10% year on year growth target.

Marketing Objective

To broaden the FIFA Franchise beyond just the core FIFA audience.

Communication Objective

Make FIFA gaming into a global cultural phenomenon that connects people through competition.

TARGET AUDIENCE