EA Sports

EA Sports is a brand name used by Electronic Arts since 1993 to distribute games based on sports

It faces a huge competition from companies like Activision, Take-Two Interactive, Midway Games and THQ

In the recent years there is a huge increase in users who play games on handheld devices and is predicted to go on high numbers in recent years. Hence launching gaming apps might give EA Sports a great lead ahead others.

With Olympics coming this year a game like “Rio 2016” can be huge success.

Products

Competitors Activision Take-Two Interactive Midway games THQ

Strengths

• Diversification of Products and Markets• Acquired Subsidiaries• Contractual Right Agreements• Entry into new industries

Weaknesses

• Net loss 2008,2009,2010• High Development

costs• Decreasing Stock Prices

Opportunities• Increased game usage• Increased scope of target

markets• Online gaming and downloads• Rapidly growing technology

Threats

• Current Economy

• Secondhand game sales

• Piracy• Competition

Term Ending 3/31/2016 3/31/2015 3/31/2014 3/31/2013

Total Revenue 4,396,000,000

4,515,000,000

3,575,000,000

3,797,000,000

Cost of Revenue

1,354,000,000

1,429,000,000

1,347,000,000

1,388,000,000

Gross profit 3,042,000,000

3,086,000,000

2,228,000,000

2,049,000,000

EA Income statement

Year 2015-16 had a decline its revenue and also its production but the gross profit was lower than 2014-15 which can be considered for the fact that EA is not focusing more on a major segment of gaming market i.e. gaming on phone/tablets. To achieve its previous market control EA should focus more on mobile gaming while keeping its previous assets and product line intact.

Android games

Download

Collaborators

XBOX

Rio

2016

EA SportsGoogle Playstore, Microsoft,

iOS

Product will be launched in the opening ceremony of Rio Olympics 2016. It will be first launched for XBOX exclusively as full game and then followed by app version in Google play store, Microsoft store and Apple Store.

EA Sports Rio 2016 Launch

Competitors

The game exclusively do not face any competition since EA Sports is the only company which focuses more on different kind of sports while it still face competition from various other video games of Activision and Ubisoft

• This is an gaming app that lets people play different sports in a single platform.• Customers of the age group

12-25 are a major target as they do a lot of gaming on mobile • People who travel on a

daily basis can be seen playing mobile games to pass their time• Also the app is for olympics

enthusiasts who follow worldwide events

Company Customer• The company will get

the very needed source of mobile marketing and a new platform for promotion of its products as well as a source of challenge for the competitors like Activision and Ubisoft.

collaborators• The collaborators would get the

chance to promote their stores by the renowned personalities who are involved in the marketing programs of the company.

TACTICS

PRODUCT

• Product will be first launched for Xbox only.• It will comprise of games like Athletics, swimming,

Archery, Shooting and many more that are played in Olympic while keeping in mind that game like football, basketball which are already part of EA product line are not in this game.

• One can also represent in form of manager of country and play all the games.

• Game will also be introduced in App form in various app stores.

• The USP of product is it bring all sports games on app stores under one platform.

• The cost of making product is $350 million and launching it in app version may cost $1 million

SERVICE

BRAND It’s in the

game

Name

Logo

Slogan

PRICE

• Free version of app will be given open to all with certain upgrades in level and ultimate team provided at a nominal charges upto $10

• Premium version will be of $60 which will come with all additional features of app

• Additional features will unlock manager mode, ultimate team, and quarters, semis and finals of all the games.

Incentives• App will be provided free to all with certain passes

purchased during Olympics.• Customer will be getting premium version of app if

he/she buys the game version on Xbox.• There will be package details for games like

athletics in which one can buy all levels of different games at a lower price.

Communications & Distribution• The key features of app will be communicated on

tickets of Rio 2016 with a QR code to download app instantly.

• Customer can download it for free at stadiums of Rio.

• The product will be distributed by our collaborator Xbox exclusively

• Sharing app with friends can give you a trip to brazil.

• Displaying it on the screens of stadium.• Links to install app on social media.

ProjectManager

Production Manager Team Leaders and Staff

Marketing Manager Team Leaders and Staff

Operations Manager Team Leaders and Staff

IT Manager Team Leaders and Staff

Sales Manager Team Leaders and Staff

• A 3-tier team structure is required for this app.

• High quality R&D is required to deliver the best to the user.

• The Manager, HR and Manager, Public Relations must work closely to identify potential collaborators like some prominent gyms and famous trainers.

• An effective feedback mechanism is also required.

Infrastructure

Extensive marketing to promote the app.

Sharing app with

friends can give you

a trip to brazil.

The Rio stadiums can get the customers install their

app during purchases.

PROCESSES

Research and development to improve the app.

Social media to promote the app

through facebook

pages and communities.

Proper Feedback

Mechanism to identify the

flaws and try and repair

them.

• Announcing Rio 2016 with lighting of Olympic torch. Marketing of product and app continues with the torch as it moves in new countries.

• Launching of product in the inauguration ceremony of Olympics.

• App will be introduced in market one month before the launch of product for marketing of product.

TIMELINE

DisclaimerCreated by Abhishek Goyal of IIT Kanpur during a Marketing Internship by Prof. Sameer Mathur, IIM Lucknow.