EA Legend, EA
Post on 01-Jul-2015
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DESCRIPTIONIn 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.
- 1. Jack Koch Director, Global Marketing Insights
2. 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 3. Video Reel 4. Premium Titles for Every Gamer 5. Global Media Solutions EAs Global Media Solutions (GMS) group connects major advertisers with EAs premier content, integrating brands within and around games across gaming platforms and devices in a relevant and impactful way. 6. Toyota Prius in The Sims Social 7. Gatorade in Madden 12 8. Dove in Poppit! 9. 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. 10. EAs Big Data Challenges Multiple Platforms & Devices Multiple Titles & Game Teams Multiple Ad Serving & Data Warehouse Technologies 11. EAs Big Data Solution Scalable, Flexible, Actionable Insights 12. 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 SocialMobileOnline 13. 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 SocialMobileOnline 3rd Party Audience Data 14. 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 TEAMSMARKETERS 15. DEMO