Electronic Arts, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Electronic Arts, Inc. is a worldwide leader in the development and publishing of interactive entertainment software for gaming systems, computers and mobile phones. The company is headquartered in Redwood City, CA and markets products under four brand names: EA, EA Sports, EA Sports Big and POGO.
|Main Telephone||(650) 628-1500|
|Main Fax||(650) 628-1415|
Electronic Arts, Inc. ContactsContacts (5/70)
|Blake J.||Chief Financial Officer||CA|
Sample of Associated Brands
|Peter M.||Chief Operating Officer||CA|
|Chris B.||Chief Marketing Officer||CA|
|Andrew W.||Chief Executive Officer||CA|
|Command & Conquer||*|
|***********||*** ****||AOR - creative||2006||present|
|***********||******* *********||AOR - media buying & planning||2014||present|
|*** ****** **||******* *********||AOR - media buying & planning||2014||present|
|** *****||**** ***********||Media Buying, Social||unknown||present|
|** *****||******* *********||AOR - media buying & planning||2014||present|
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Score 73 – Account in Jeopardy: Electronic Arts hires new CMO to lead loyalty, consumer engagemen...
Subject: Social media, loyalty, digital, TV
Company: Electronic Arts (EA), one of the world's largest video game publishers. EA is known for titles like Madden NFL, Titanfall and Mass Effect
Experience: Rizzo spent the last seven years at Starbucks, most recently as SVP and general manager of Evolution Fresh, the coffee giant’s juice brand. He’s known as the architect of Starbucks’ digital experience, creating loyalty and personalization programs and the company’s Facebook, Twitter and My Starbucks Idea online community programs.
ROI Focused Strategy: Under CEO Andrew Wilson, a 14-year company veteran with a year at the helm, EA has shifted strategy from traditional buys before a game launch to a wider consumer engagement approach. For years, EA had a terrible connection with gamers, leading it to be labeled as Consumerist's Worst Company in America two years in a row, but this is changing under Wilson. EA's long term focus now is to move away from traditional large scale TV buys to ROI-based customer-to-customer marketing, with the goals of reducing the cost of customer acquisition and forging a stronger bond with gamers.
Rising Mobile Presence: EA’s business is still centered around console gaming, but mobile game revenues are growing rapidly. For fiscal 2014 ended March, mobile revenue set a new EA record, contributing almost $460 million, and in the first quarter alone, mobile generated $120 million, up 18% from the prior year period. With established mobile games and updates planned for “The Sims Freeplay” and “The Simpsons: Tapped Out,” EA believes it’s positioned well for further success. However, despite this growth, EA is losing ground to new titles from rival mobile publishers like Glu and King. For example, Glu’s “Kim Kardashian: Hollywood” has been a huge hit, helping the studio become the No. 4 highest grossing developer on iPhone and No. 10 on Google Play. Also, King, the maker of Candy Crush and Bubble Witch Saga, now has four top-20 grossing games across iOS and Google Play.
Delayed Release: Battlefield Hardline, the next installment in the Battlefield franchise, has been delayed from October until the first quarter of 2015.
Media Spend: EA's marketing and sales expenses decreased $108 million, or 14%, to $680 million in fiscal 2014 compared to fiscal 2013. Kantar Media reports that EA allocated $62 million towards measured media in 2013, up from $55.9 million in 2012. The majority of funds since 2011 have gone to TV, display and search.
Agency Relationships: Publicis's Heat has been EA’s creative and strategy AOR since 2009, according to The List.
209 Redwood Shores Parkway
Redwood City, CA 94065
Chief Marketing Officer
Chief Executive Officer
Senior Vice President, Global Consumer Marketing
Senior Vice President, Marketing – EA Sports