Electronic Arts (EA), Europe’s biggest video games seller, is
streamlining its titles into two corporate brands, EA Sports and EA
Games, and launching a pounds 20m ad campaign to establish them across
Europe.
A third brand, EA.com, will be launched in Europe early next year and
will be used to sell games online.
The changes will see EA drop seven of its established brands, including
Bullfrog, Westwood and Origins.
EA has a 20% share of the European recreational games market, which is
worth an estimated pounds 5bn a year. Its titles include FIFA 2000, F1
2000 and the forthcoming James Bond game, The World is Not Enough.
The EA Sports division will appoint a new marketing director in July
following the departure of its marketing head, Sean Rattliffe, in
February.
EA’s top European marketer is Jonathan Bunny, who is marketing director
for entertainment.
EA’s UK advertising is handled by Banks Hoggins O’Shea/FCB. Its media is
through MediaCom TMB.
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