3. Marketing Soccer to Soccer Fans
“I am a great soccer player, so
I know soccer”
“FIFA is the most authentic
soccer gaming experience”
“As an expert on soccer, I think
you should buy FIFA”
5. A New Segment Emerges
HD ESPN Coverage
USMNT
For the first time ever we see
that US sports fans weren’t
rejecting soccer
35% new to EA SPORTS FIFA
6. Marketing Athletes Who Love Soccer
“I am a professional athlete,
therefore I know sport”
“I have grown up playing soccer
and/or being tied to the soccer
community, therefore I know
“I am paired with a pros soocccecre”r
athlete, who lends Soccer
Authenticity
9. BUYS FIFA EVERY YEAR.
Need to know what is
new and reason for
buying.
Like soccer and watch or
participate.
3
IMPULSE
DRIVEN
HITS DRIVEN GAMER,
SPORTS FAN.
Buy 3 or less games per
year.
Buys because of perceived
quality and WOM
1
CORE
SOCCE
R
GAMER
SOCIAL
PLAYER
LOVE COMPETITION.
LOVE SPORTS AND
SPORTS GAMING.
Spend money on Top 10
hits, not just sports
games.
Soccer is credible.
2
15. Celebrity Resonates
Love The Product
Minimum 1 million Social Media
Reach
Integral part of Popular Culture
Relevant Around Launch
Mass Media appeal
Almost 90% of our fans are connected online
We are able to collect and analyze all of their game data and use it to make the game even better
What you are looking at here is a heat map of every single person who has played a match in FIFA 15 using an MLS club
30% on 30%
Another reason we know we are successful, is that a great number of these people playing FIFA have become soccer fans
We have gone from:
Soccer game for soccer fans
Soccer game creating soccer fans
