1. Why case studies? Because in your exam, you are very likely to have a question like this: There are lots of ways to market video games. The best campaigns: Appeal to a specific target audience group Use all three media platforms to get their message across (print, broadcast and web) Use different strategies pre- and post-release From your research on video game marketing and promotion, explain how each of these can contribute to the success of a campaign. Give examples from at least TWO campaigns that you have looked at. LANGTON - MARCH 2014

2. Case Study #3: FIFA 3. Logo LANGTON - MARCH 2014 4. Peter Moore President of EA sports LANGTON - MARCH 2014 5. FIFA video games The FIFA series of football simulations is one of the most successful video games in the World. It is the most integrated of the three games that we have looked at for several reasons: It features real people It has the support of the sports governing body It taps into a huge supporter fan base It can use real players for celebrity endorsement Sometimes it can be difficult to see where the gaming world ends and the real football world starts. LANGTON - MARCH 2014 6. Why is it successful? The FIFA series is hugely successful because it uses a variety of marketing techniques to keep it at the top of the games charts: PRINT: advertising and magazine articles featuring sponsored players and events. BROADCAST: sponsorship of football leagues around the World the name of the publisher is always visible during matches / sponsorship of top international players. WEB-BASED: a fully integrated publisher webpage which uses downloads, news and forums to keep its customers up to date. LANGTON - MARCH 2014 7. FIFA video game series Type of game: sports simulation Developer: ea sports Publisher: Electronic Arts First published: July 1993 Platforms: the present game is available for PC, consoles and handhelds. The original game was only available for PCs and consoles. Sales to date: 100 million+ LANGTON - MARCH 2014 8. History When first published, there was little competition in this market, so the game quickly captured a large player-base. Electronic Arts publish very successful simulation games for American Football and Ice Hockey in a similar format, based on the success of FIFA. FIFA was one of the first video games to get an official licence from the governing body of the sport and this has proved to be a very successful (financial) partnership. LANGTON - MARCH 2014 9. Global FIFA The current version of the game FIFA 14 features full leagues from: the UK, Germany, Italy, Spain, Portugal, France, the Netherlands, Brazil, Mexico, the USA, South Korea and Australia. It also includes selected teams from: Greece, Turkey, Argentina and South Africa. The global nature of the teams featured gives a good indication of where the game sells best. LANGTON - MARCH 2014 10. Getting ready for the World Cup LANGTON - MARCH 2014 11. Special Editions As well as domestic leagues in many countries, the FIFA series also produces special editions: FIFA World Cup 1998-2014 UEFA European Football Championship 2000-12 UEFA Champions League Street Football FIFA Street 2005 -12 And a series of Football Manager sims: FA Premier Manager Total Club Manager FIFA Manager 2003-14 LANGTON - MARCH 2014 12. International marketing The FIFA series is available in 18 languages and 51 countries. Sales of over 100 million copies put it near the top of the all-time best-selling video games list. FIFA 12 holds the record for the fastest selling sports game ever having sold 3.3 million copies and having generated $186 million in its first week of release. LANGTON - MARCH 2014 13. Fast selling LANGTON - MARCH 2014 14. Screenshots LANGTON - MARCH 2014 15. LANGTON - MARCH 2014 16. LANGTON - MARCH 2014 17. LANGTON - MARCH 2014 18. LANGTON - MARCH 2014 19. LANGTON - MARCH 2014 20. Milestones in development - 1 1993 first launched and stayed at Number 1 in the games charts for six months. 1996 first use of real player names and their positions. 1997 first use of motion-capture action. 1998 first use of licenced music artists (Song 2 by Blur) / first accurate representation of the off-side rule. 2003 first use of Freestyle control allowing tricks / first use of EA Trax exclusive music menu LANGTON - MARCH 2014 21. Milestones in development - 2 2004 first appearance of selected secondary leagues / first use of an online gaming option. 2006 complete overhaul of the game game code almost entirely rewritten / first appearance of a Classic XI featuring football legends. 2008 Be a Pro option first used controls only a single player on the pitch. 2010 - 360 player control 2012 game adapted for iPhone, iPad and iPod 2014 EA Sports Football Club rewards and challenges LANGTON - MARCH 2014 22. Criticism Criticism of the game has come in the fact that some editions of the game have only very small changes and yet (like football team shirts), often players feel the need to buy the new edition every year. ea sports maintain that they have a long history of continuous improvement each year and that every version of the game is better than the last. LANGTON - MARCH 2014 23. EA Trax music licencing Ever since music was first licenced for FIFA 98, artists have been falling over themselves to get their music featured on the soundtracks of the game. Artists who have contributed the main themes have included: Kasabian, The Crystal Method, Muse, Linkin Park, Kings of Leon, Bloc Party, Oasis, Fatboy Slim, Blur, Robbie Williams, Moby and Gorillaz LANGTON - MARCH 2014 24. LANGTON - MARCH 2014 25. LANGTON - MARCH 2014 26. Endorsement Wayne Rooney was the face of FIFA from FIFA 06 to FIFA 12. Lionel Messi replaced Rooney and has been the featured player for the last two editions. ea stole Messi from Pro-Evolution Soccer eas closest rival. LANGTON - MARCH 2014 27. LANGTON - MARCH 2014 28. ea sports homepage LANGTON - MARCH 2014 29. Buying from the website LANGTON - MARCH 2014 30. Products / platforms LANGTON - MARCH 2014 31. Gaming and competition news LANGTON - MARCH 2014 32. Forums LANGTON - MARCH 2014 33. On the road promotion LANGTON - MARCH 2014 34. FIFA 12 VIP box An all white, high gloss wooden box. As fancy as it looks, the real awe comes when the box is opened up. Inside lucky owners will find the PlayStation 3 version of FIFA 12, a custom gold painted soccer ball, a PlayStation Portable system, a pair of Beats by Dre headphones, and a custom engraved iPad. This limited edition kit is allotted to the celebrities like Dwayne Wade, Landon Donovan, Wayne Rooney, Chris Paul, Kobe Bryant Tim Lincecuum, Brian Wilson, Wiz Khalifa, and Lil Wayne. LANGTON - MARCH 2014 35. I know, lets get some footballers to sell it for us LANGTON - MARCH 2014 36. Sleb endorsed LANGTON - MARCH 2014 37. Referee sponsorship??? LANGTON - MARCH 2014 38. Why no women? LANGTON - MARCH 2014 Vero Boquete (a female Spanish professional footballer) has campaigned online for the introduction of women players into the FIFA series.