Besides being the biggest star on the football field, FIFA is the biggest video game of any type across Europe. This reputation has been achieved due to a campaign that has delivered record-breaking sales season after season, while turning FIFA into the world`s biggest club.
The video games market suffered a continuous decline between 2010 and 2013. Despite this, EA Sports successfully generated €384 million in additional value, based on communications that had a direct impact on actual purchase behaviour.
The long term objectives were to establish a dominant position of 66% market share and ensure FIFA's previous record performance year after year. The campaign addressed their audience by stressing the benefits of football gaming and by reaching out to mainstream football fans.
The idea was to enhance the sense of excitement and novelty in each version of the game.
The campaign took FIFA from a market share of 54% to 70% in just two years, and on to a dominant 93% over five years. It achieved record-breaking revenues of €592 million across Europe and sold a record-breaking volume of 11.7 million units – an increase of 62%.