Need for Speed: EA Games & Need for Speed Payback

Linda Fagerlund, Luke Chan

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Campaign details

Brand: Need for Speed PaybackBrand owner: EA GamesLead agency: Spark Foundry AustraliaCountry: AustraliaIndustries: Gaming hardware & softwareMedia channels: Content marketing, Online video, Programmatic display, Radio & audio, Social mediaBudget: Up to 500k

Executive summary

Need for Speed (NFS) is not only one of EA's most successful global game franchises, it is also one of the most iconic racing games in the world. However, the popularity of the racing game genre is stagnating. In the 2017 Deloitte Media Consumer Survey, only 6% of Australian gamers said they...

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