EA Sports: FIFA '09-FIFA '13 - Playing the Long Game

This case study describes how Electronic Arts (EA), the video games maker, raised the profile of its game FIFA between 2009 and 2013 for it to become the biggest video game in Europe.

EA Sports: FIFA '09-FIFA '13 – Playing the Long Game

Client: Electronic ArtsBrand: EA SPORTS FIFA '13Agency: Wieden + Kennedy AmsterdamCategory: Long-term EffectivenessCountry: Netherlands

Five years ago, FIFA's name wasn't even first on the team sheet when it came to choosing which football game you should buy. Now, it's not just the biggest star on the football field, it's the biggest video game of any type right across Europe.

This dramatic transformation has only been made possible by a campaign that has surpassed its objectives year after year, a campaign that...

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