EA recognised the changing gaming market and needed a strategy to help them 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.
WHAT WE DID:
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 the 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.