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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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Electronic Arts

Made by Anders Birkemose

Table of content

Introdution…………………………………………………………………………………….……s3

History.………………………………………………………………………………………….….s3

Marketing.………………………………………………………………………………………….s4

Products……………………………………………………………………………………………s5

Slogans…………………………………………………………………………………………….s5

Conclusion…………………………………………………………………………………………s5

Introdution

I have chosen to write about Electronic Arts, because I have used a lot of their products, I have been satisfied by many of them but also disappointed. I have played most of EA's games and then I thought it would fit for me to write about them. Ea is the biggest interactive entertainment software company.  The company develops, distributes and publishes software for pc and consoles. EA is known for popular games, like FIFA (soccer) and NBA (basketball) games, as well as racing games as the franchise title  “NEED4SPEED”. Games like Battlefield 1942 and Harry Potter are also the work of EA games. They have had a lot of success with the life simulator game, called “The Sims” which has broken all records when it came to simulation games. The Sims sold over one million copies the first ten weeks. In this assignment i want to write about the history of Electronic Arts. and how their marketing strategy works. In addition, i want to write about how Ea distribute and sell their products.

History, February 1982

Trip Hawkins the founder of Ea had a meeting with Don Valentine of Sequoia Capital, because he wanted to talk about getting money for financing their new product called Amazin' software. Valentine Told Hawkins to leave Apple inc so he could work on their project. Hawkins worked as Director of product Marketing when he worked for apple. He allowed Hawkins to use his spare office space, to start his company. Trip Hawkins incorporated and established the company with his own money. Trip gave a personal investment of  200,000$ and only seven months later Trip had made $2 millon from venture capital. Venture capital is a service where they give money to smaller companies, in change they get to take a lot of the companies decisions and get to advertise for free. For more than seven months Trip worked on his project, Electronic Arts Business Plan, with help from his first employee and co-worker Rich Melon. Trip worked with Rich at apple inc.

Later Hawkins recruited employees from Apple and Atari (very big companies). Hawkins wanted to sell his games directly to the retailers. Hawkins was Making new game brands this made sales growth more challenging. The former CEO Larry came to the company in 1984 and helped the company grow to 18 Millions dollars in its third year. The policy of dealing directly with retailers gave them market awareness and advantages.

Decmber 1986

Mark Lewkaspais and David Gardner moved to UK to open the european headquarters. EA had problems with finding their final name. But Hawkins loved art and he called their developers “Software artists”. Another big name that the company considered using, was SoftArt. But SoftArt sounded like another game company's name so he would not call the company SoftArts. However the name was liked by the other employees.

Hawkins liked words like “electronic”, Serval employees had the idea of “Electronic Artists” and “Electronic Art”.  Steve Hayes from United Artists said “We're not artists, they are.” Meaning the developers whose games EA would publish were the artists. In the mid 1980 EA made some non game titels. Drawing programs “Deluxe paint (1985). They made many painting softwares. They also published these programs to Macintosh platform. In 1990 EA began making console games for Nintendo Entertainment System.

In the early 1990's Electronic Arts began developing in-house and supported consoles. By the early 2000's EA became one of the worlds's largest third-party publishers. In 2001 Ea was popular on online gaming site pogo.com. In 2011 EA launched Origin. Origin is an online gaming platform where you can download your games instead of installing them using a disc. Ea is currently headquartered in the redwood shores. (attachment page 6 first picture)

After ESPN NFL 2K5 a game by Sega, successfully took the marketing from EA's Madden NFL series during the 2004 holidays. EA's wanted to make big deals with the biggest sports leagues. EA had made a deal with NFL, ESPN and NBA and was now allowed to use all content.

Marketing

Ea have low consecutive sales per consumer. First u pay for the game then you pay for more things in the game. Ea also have a good personal relationship with their consumer's. They try to interact with communities an their costumers. They are also sponsor for children sports team. When they have released a game they keep making features and content for the game to increase sales. Ea's Marketing budget is going up at summer, and fall because all game realises are in the winter up to christmas. Most of Ea's Marketing moment goes on the social media but some also goes to community sponsorship and blogs.  (Attachment page 6 second picture)

Products

Most of EA's products are good and done. Some of them could use some fine-tuning and “bug fixing”. EA uses a pretty greasy sell tactic. Most of their games require that you buy an expansion pack, so you buy the game, and then you pay even more to get small items in the game. In fifa there are a gamemode called fifa ultimate team, In ultimate team you have these fifa point that you have to, buy and then you can buy packs of player cards in-game. You get so addicted to these games that you have to buy these add-ons and thats definitely one of their sell tactics. Each year EA release new annual versions of the same game, but with better gameplay and updated player-rosters. Ea have made many big game titels such as: Fifa,Madden,Sims and Battlefield. These are some of the most popular games ever made. Ea have had great succes with these games, and I have played most of them with lots of joy, spend hours shooting,dribling a football, or raced against my Brother. All this with software developed from electronic arts. Ea's products are published in different names

EA (non sport titels)

EA Sports BIG - (Extreme sports)

EA Sports (the sport games)

Maxis (Life simulator games)

Pogo (online games)

Slogans

"We see farther." - Founding tag line

"EA Sports, it's in the game." - a shorted version of their original slogan "EA Sports, if it's in the game it's in the game."

"EA Games, challenge everything."

Conclusion

In my assignment i have researched about the history of Electronic arts. who started the company and how they advertise online. I have learned about Ea's marekting and their sell tactics. I found out how Ea distribute and sell their products.

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