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BizReport : Advertising archives : September 30, 2011

Electronic Arts announces game marketing platform

Electronic Arts, the major developer, publisher and distributor of video games, has announced the launch of a new audience insights platform aimed at marketers across its console, mobile, social and online games.

by Helen Leggatt

Electronic Arts EA Logo-234x234.jpgCalled the "Legend Campaign Insights Suite" the new dynamic platform will provide marketers with key performance indicators and segmented audience insights.

Marketers will be able to evaluate campaign effectiveness by analyzing audience engagement, segmentation and type of creative all measured over time.

According to Electronic Arts their potential audience reach is huge having increased its global audience by 30% to 300 million in the last year across its console, mobile, social and online products.

"Combining that major jump in reach with the launch of EA Legend puts us in perfect position to compete directly for ad dollars that have traditionally gone to TV," said Dave Madden, Senior Vice President of Global Media Solutions at Electronic Arts.

Electronic Arts' CEO John Riccitiello recently announced his company's intention to take on social gaming giant Zynga, currently with 297 digital users to Electronic Art's 94 million.

Tags: ad metrics, campaign management, Electronic Arts, game distribution, online gaming, social gaming, video game, Zynga

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