"EA Sports to North America: ‘Even if you don’t necessarily love soccer, ‘you’ll still love new ‘FIFA 12’ game"

From the SportsBusiness Journal


Review by Phillip Offman in KIN 332 (Section 1)

FIFA is looking to expand their marketing strategy, and aim it towards North America. EA Sports has seen much success with the sales of FIFA overseas and are looking to do the same in North America with FIFA 12. With sales up still the game in the US is at the bottom of the totem pole. Its low sales in the US market is related to the low popularity soccer has here in the US. Madden, NHL, and NBA 2k sports games dominate the market due to the fact that these are the sports that’s what most of the people who live in the US like to play. EA sports is marketing the game to attract new users, not only soccer fans but fans of all sports. FIFA has gained exposure through a variety of TV media sources both in entertainment and sports. With its attempt to bring in fans from our country, EA has coined the slogan “United States of FIFA.”

EA Sports is doing well with their launch of FIFA 12 in North America. With EA Sports trying to get their game off they have aired TV commercials on different networks which will give them all the exposure they are looking for. Getting star athletes such as Landon Donovan, Hope Solo, Steve Nash and Tim Lincecum for their TV commercials is smart because it branches out to more fans in different sports which are what EA is looking to do. These stars are also making appearances at retail stores in LA and NY; this will be good for advertising the game and will give fans a chance to interact with their favorite stars creating a buzz for the game. Airing the commercials on other entertainment networks not just sports gives them a better chance of advertising the game to a more diverse group of people. From marketing view the more sources of advertising the better chances for sales. With the popularity of soccer on the rise and their use of marketing FIFA as they did EA Sports should have much success in North America and should only continue over the years.