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Essay Available:
Pages:
3 pages/≈825 words
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Other
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
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Topic:

EA Sports Company's Strategy in Promoting FIFA 23

Essay Instructions:

Select one or several examples of marketing materials from real games that will launch soon or have launched in the past.
Ad
Video
Key art
Website
App store icon
Logo
Packaging (retail)
Press release
Press kit
Other
Discuss ways that marketing materials you select are (or aren’t) effective and why – e.g.
You can choose one example and write about it in depth, choose a few different examples and write more briefly about each, or several different kinds of marketing materials for the same game (ad, website, key art, trailer, etc.) The project is pretty open in terms of the kinds of materials this can cover – could cover social media presence, store pages, other.
Your paper should focus on analysis / insights, rather than just detailed description of the asset(s).
Possible resources: Sales charts at Steam, App Stores, Amazon, PlayStation, Xbox, Switch, ads you see on gaming websites (IGN, Polygon, GameSpot, etc), YouTube, etc.
Please make sure you don’t select a piece we’ve already covered as an example in class. ( No: Overwatch，Hades, Hollow Knight, Genshin Impact, Among us)
Format
Upper left corner: your name, email address, department and year
Double spaced
Approximately three to five pages (if three pages, doesn’t necessarily need to be three full pages). This doesn’t mean three pages filled with full-page screenshots of course.
Your papers should be sure to cover the following topics and have headers for each to help with grading.
Image or Link
Be sure to include a screenshot of marketing materials or URL link (e.g. if it’s a video, website)
What is being promoted
Brief description (game, hardware, series, other
Objective of marketing asset
You thoughts on this piece’s top objective(s)
Think about the call to action, the stage in the game’s life cycle (pre-launch, launch, post launch)
Marketing asset's effectiveness
How effectively does this piece achieve its objectives and why
Other areas your paper can include:
If you’re selecting several items in a campaign, how well do you think they’re working together
Ways you might recommend for improving the piece (this can include your “mark up” notes on the piece)

Essay Sample Content Preview:
Student name:
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Department:
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The marketing department is tasked with providing content that reflects the culture of the brand, but how does the department guarantee that it will also be competitive with the current market trend? All firms in marketing use specific materials to lay their information to the customer. This study is based on promotion of the 23rd edition of FIFA which is played on both PlayStation and Xbox, and the analysis is divided into two parts. The first part discusses the strategy used by EA Sports Company to develop a logo that acts as marketing material to promote FIFA 23 during its launch. The second part of this study is based on how EA sports could use the website and social media as marketing materials to promote the yet-to-be-launched in-game ads.
The marketing strategy adopted by EA sports, in its promotion of FIFA 23, was planned and executed perfectly to keep the product trending and ultimately increase the company’s sales in the long run. Rather than coming up with an entirely new logo, the company created a logo that was as similar to the previous FIFA 22. The player whose image was used to advertise for FIFA 22 was to FIFA 23. The purpose of using a logo that is similar to the previous console in the series was to promote brand identity. The objective of the logo is to push for customer loyalty through brand identity. The FIFA 23 logo was effective because it forms the basis of brand recognition. It was created to easily grab the attention of the customers. Since the target market of the console was mainly gamers using PlayStation and X-box, the company came up with an effective logo that resembles the product being used by the target market. The marketing material acts as a form of communication from the company to its already existing customers that it is introducing a new product that is an upgrade of what they are using now.
In my view, the use of an identical logo to the previous console is not the ideal way that the company would have used to promote the new game. The gamers and other stakeholders in the gaming industry such as game developers would feel the company did not inves...
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