Electronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The company delivers games, content and online services for Internet-connected consoles, personal computers, mobile phones and tablets. EA has more than 300 million registered players around the world and last fiscal year posted revenues of $3.6 billion.
The APAC marketing team has always taken a player-centric approach to their marketing strategies, recognizing that their fans represent one of their most powerful media channels. In a global first, the team took this philosophy to the way they manage live events, creating VIP experiences for core fans which further created advocacy and amplification to new fans. With the innovative BattleTAG, EA launched an NFC-powered social amplification framework delivering user-generated branded content for Battlefield directly to Facebook, increasing reach by at least 80% and creating a social media footprint that extends far beyond the traditional buzz generated by large scale consumer events.
In this keynote, EA will give an overview to their player-first marketing strategies, how they are creating VIP programs for fans and will provide detail on the success of the Battlefield™ BattleTAG campaign, what they learned from it and how they are evolving it across other markets and brands.
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