Electronic Arts (EA) is appointing m/Six as the game developer's new media agency of record following a competitive review.
The final round involved the GroupM-affiliated shop battling Havas and Hearts & Sciences. Incumbent Starcom did defend but declined to comment.
The scope includes TV and OOH advertising. EA has opted to bring digital media in-house effective with the shift to the new agency on June 1.
EA reported advertising expenses of $261 million in 2018.
The videogame industry is undergoing a transformation, forcing EA to reevaluate its strategies. Although the global gaming audience continues to grow, these players are evolving away from EA's traditional console and platforms to embrace a wider array of options, encompassing premium, free-to-play, subscription and hybrid business models.
Amazon's live streaming platform Twitch has been a "valuable partner" and represents a significant engagement node for members of the playing community, Blake Jorgensen, CFO/COO, EA said during a recent call with analysts. "We've been using those platforms for obviously working with influencers and showing our content.
Jorgensen added that a differentiator for EA is “great partnerships with many of the sports leagues."