EA recognised the need to become a truly digital experience; when you’re selling to some of the most digitally-savvy consumers on the planet, you need to be at the top of the digital game.

EA had some fantastic digital assets and capabilities; the real challenge was in aligning them to maximum effect across EA’s wide portfolio of titles. Our answer was the Digital World initiative, designed to unite EA’s digital teams behind a common set of digital goals, whilst at the same time removing barriers that were preventing EA from realising its true digital potential. We laid the foundations for the revised digital-first structure that EA has now adopted and, in doing so, we embedded the concept of the ‘Gamer Journey’ into EA’s ways of working. These new ways of thinking and working has helped EA achieve over $1BN in digital revenue each year since the launch of the project.

By: tve2021

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