ea legend, ea
DESCRIPTION
In this presentation Jack Koch talks about EA and how they have grown to become one of the largest video game publishers in the world. He explores the challenges that they have faced on their rise to the top, the challenges associated with staying there eg. cross platform issues and solutions, as well as their issues regarding Big Data with their own solutions to this. Later, Jack discusses the 'EA Legend' and how they see it as a solution to even more problems on the horizon.TRANSCRIPT
Jack Koch Director, Global Marketing Insights
Electronic Arts
Electronic Arts is one of the largest video game publishers in the world.
#1 HD Console
#1 PC Retail
#1 Mobile & Tablet
#1 Casual & Online
#2 Social
40M
80M
130M
302M
1995 2000 2005 2011
EA Unique Monthly Players across all platforms
Video Reel
Premium Titles for Every Gamer
Global Media Solutions
EA’s Global Media Solutions (GMS) group connects major advertisers with
EA’s premier content, integrating brands within and around games across
gaming platforms and devices in a relevant and impactful way.
Toyota Prius in The Sims Social
Gatorade in Madden 12
Dove in Poppit!
Cross-Platform Challenges
1. Very few companies have the products, platforms, and capability for Cross-
Platform Campaigns.
2. Cross-Platform Measurement is a challenge for marketers because of the
difficulty of integrating measurement from online, social, console, and mobile.
EA’s Big Data Challenges
Multiple Platforms
& Devices
Multiple Titles &
Game Teams
Multiple Ad Serving
& Data Warehouse
Technologies
EA’s Big Data Solution
Scalable, Flexible, Actionable Insights
EA Legend
EA Legend is a scalable and flexible solution that integrates multiple EA and
external data sources to capture and visualize key performance indicators for
marketers, and provide deep, actionable cross-platform insights.
Console Social Mobile Online
EA Legend
EA Legend is a scalable and flexible solution that integrates multiple EA and
external data sources to capture and visualize key performance indicators for
marketers, and provide deep, actionable cross-platform insights.
Console Social Mobile Online
3rd Party Audience Data
EA Legend Benefits
• Cross-Platform Metrics & Insights
- Campaign reach across devices & platforms
- Media optimization
• Brand Impact Analysis
- Awareness, favorability, considerations, etc.
- Social media sentiment & sales lift
• Consumer Insights
- Purchase behaviors, attitudes, and
consumption habits
- Determine effective reach targeting
• Game Data Visualization
- Clearer, more flexible & digestible metrics
• Lessen Strain on Analytics Teams
- Drastic decrease in custom reports & pulls
- Reduction in necessary resources
• Game Insights
- More insights = better games & gameplay!
GAME TEAMS MARKETERS
DEMO