EA Sports Snaps Up Casual Gamers
Among hardcore sports gamers, the release of a new version of EA Sports’ Madden or NCAA Football doesn’t require much outreach. They know what’s coming and what features will be different from previous versions. But among the more casual gamers (or those buying games for their children), sometimes it takes a little extra push.
This year, for the launch of its Madden NFL 13 and NCAA Football 13 titles, EA Sports is trying something new to reach those casual buyers directly at the point-of-purchase. On this year’s packaging and in-store promotional materials, the games will feature “SnapTags,” a QR-like mark giving shoppers access to additional information -- in this case videos on new features, demonstrations and the ability to immediately connect with EA Sports on Facebook.
“EA was looking for a way to really help drive conversion of the new games,” Jane McPherson, chief marketing officer of SnapTag maker SpyderLynk, tells Marketing Daily. “Generating interest in the new features of the game was really important. In order to really give people a sneak peek inside the game, they wanted to use a new technology to do that.”
Using the SnapTags (which require SpyderLynk’s proprietary app on smartphones, but also grant access through simple photographs and texts), gives the more casual game buyers tangible reasons to purchase the game, says Christopher Erb, vice president of brand marketing for EA Sports.
“As we get longer into the lifecycle, [the question becomes], ‘How do we reach the casual gamers?” Erb says. “When people are there at the time of purchase, how do we give them another push over the edge?”
And because the content is dynamic, it can be easily changed to highlight different features, different athletes or to follow the news, Erb says. “If our cover athlete is doing something, we can add that content,” he says. “If we have a new feature, we can add that.”
Recent Marketing Daily Articles
-
Fat Tire 'Pairs Well With People' May 24, 12:49 a.m.
New Belgium Brewing, the nation’s third-largest craft brewer, is launching a campaign including the company’s second-ever ... -
Mobile Important For Hispanic Shoppers May 23, 5:10 p.m.
Marketers looking to capture more of the growing Hispanic market in the U.S. would do well ... -
CoreBrand: Brand Favorability Low May 23, 4:33 p.m.
Brand consultancy CoreBrand says awareness isn't everything. Awareness is up across the board for the top ... -
Ford Launches European Campaign May 23, 1:36 p.m.
Ford of Europe is backing the 2013 UEFA Champions League Final football match and launching a ... -
Study: Social Media Driving CSR May 23, 11:32 a.m.
With tax evasion and third-world factory collapses dominating headlines, a new study on the role of ... -
Mondelez Goes Social, AR In Band-Tour Sponsorship May 23, 8:14 a.m.
In two firsts for the company, Mondelez International is using a fan as a social media ... -
Beer Category Grows Most In Brand Rankings May 23, 12:40 a.m.
Beer was the highest growth category in this year’s BrandZ rankings -- up 36% year-over-year, according ... -
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Prepaid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ...
Be the first to comment on "EA Sports Snaps Up Casual Gamers "
Leave a Comment