EA SPORTS FIFA '13: Join the club

This case study describes how Electronic Arts (EA), the video games maker, successfully launched FIFA13 in France, Germany and the UK.

EA SPORTS FIFA '13: Join the club

Client: Electronic ArtsBrand: EA SPORTS FIFA '13Agency: Wieden + Kennedy AmsterdamCategory: Leisure & EntertainmentCountry: Netherlands

This is the story of how FIFA 13 defied a market that was in free-fall to become the world's biggest club. It's the story of how EA SPORTS tore up the FIFA playbook, rewrote the franchise's tactics in search of new recruits, and delivered record-breaking sales and share in the process. It's the story of the biggest sports game launch in history. But it's a story that didn't begin...

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