From Donovan to DrakeSoccer America, NYC

David Pekush

Marketing Soccer to Soccer Fans

“I am a great soccer player, so I know soccer”

“FIFA is the most authentic soccer gaming experience”

“As an expert on soccer, I think you should buy FIFA”

Core Soccer Fans

A New Segment Emerges

HD ESPN Coverage

USMNT

For the first time ever we see that US sports fans weren’t rejecting soccer

35% new to EA SPORTS FIFA

Marketing Athletes Who Love Soccer

“I am a professional athlete, therefore I know sport”

“I have grown up playing soccer and/or being tied to the soccer community,

therefore I know soccer” “I am paired with a pro soccer

athlete, who lends Soccer Authenticity

Nash V Donovan Video

FIFA Growth

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BUYS FIFA EVERY YEAR.

Need to know what isnew and reason for buying.

Like soccer and watch or participate.

HITS DRIVEN GAMER, SPORTS FAN.

Buy 3 or less games per year.

Buys because of perceived quality and WOM

IMPULSEDRIVEN

3 CORESOCCER

GAMER

1

LOVE COMPETITION. LOVE SPORTS AND SPORTS GAMING.

Spend money on Top 10 hits, not just sports games.

Soccer is credible.

SOCIALPLAYER

2

Core Fans

Social and Impulse

Core Fans

Social and Impulse

70%

Core Fans

Social and Impulse

Core Fans

Social and Impulse ?

Celebrity Resonates

Love The Product

Minimum 1 million Social Media Reach

Integral part of Popular Culture

Relevant Around Launch

Mass Media appeal

FIFA 13: Snoop Lion

Snoop Video

Over 24,000,000 TV Views On ESPN

October - Facebook PTAT13x Higher Than Ever Before

#SnoopsFIFA13 = #1 Trending Topic

World-Wide On Twitter

“When I saw Snoop it made me realize how many people love soccer”

FIFA 14: Drake

Drake Video

FIFA 15: The VIPs

Feel The Game Video

1,088,347 Likes

13,669,948 Views177,790,584 Impressions

FIF

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FIF

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PASSION FOR THE PRODUCT