FIFA 12: Love Football, Play Football

Client: EA Sports
Brand: FIFA 12
Agency: Wieden + Kennedy Amsterdam
Category: Leisure & Entertainment
Country: 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 FIFA franchise: a result EA Sports could not countenance.

As the world's leading developer of sports video games, EA Sports produces 13 different franchises, but none is more important to their business success than FIFA. In 2010, the launch of FIFA 11 had helped the franchise achieve its highest ever sales. Company budgeting demanded those heights were hit once again,despite the worsening storm.