Bath and body well-being brand creates a 3m-high candle and lights it in a busy Christmas shopping precinct to encourage people to ‘reset’.
Is gaming giant’s break with FIFA an indication of changing times?
By our News Team | 2022
The growth of in-game branding and marketing, and the requirements of the rapidly unfolding metaverse, may be changing the game – quite literally.
Eyebrows are being raised among sports marketers and marketers focused on the gaming industry following the announcement that video games publisher Electronic Arts (commonly known as EA Sports) is going to stop making FIFA-branded soccer games.
These games – the best-known being FIFA 2022, FIFA 2021 etc – have proved hugely popular with consumers and used EA Sport’s approved status with world soccer’s governing body to develop games that recreate the world’s major clubs and football competitions down to the finest detail.
EA Sports made the first FIFA-branded game in 1993 and has been in control of the franchise ever since.
Gamers at the launch of the FIFA20 video game during the Gamescom trade fair in Germany. Photo credit: Dronepicr via Wikimedia Commons
The decision by the company appears to be down to several factors, but may be an indicator of how sports franchising, growing in-game branding and marketing, and the requirements of the rapidly unfolding metaverse may be changing the game – quite literally.
Time is right to move in a new direction
According to media reports, one of the stumbling blocks between EA Sports and FIFA is that FIFA is demanding a franchise fee of more than US$1-billion for the next four-year agreement cycle. But EA Sports seems to feel that the time is right, anyway, to move in a different direction because of the way gaming is evolving.
“The world of football and the world of entertainment are changing, and they clash within our product,” David Jackson, Vice President at EA Sports, is quoted as saying by the BBC.
“In the future our players will demand of us the ability to be more expansive in that offering. At the moment, we engage in play as a primary form of interactive experience. Soon, watching and creating content are going to be equally as important for fans.
“Under the licensing conventions that we had agreed with FIFA 10 years ago, there were some restrictions that weren’t going to allow us to be able to build those experiences for [game] players.”
Jackson said the financial demands of FIFA were an element of the decision, but not the only factor.
“On balance, over time, we felt that our investments were better suited in spaces that were most important to players, like the different experiences we can now build in the game. For our partners, it’s the way we can welcome and engage them into a platform that talks to 150-million young football fans around the world,” he told the BBC.
Data from 2008 recession indicates that, in another recession, the amount spent on higher-priced Fair Trade goods may actually increase.
Interbrand study says lack of growth mindset, weaker brand leadership and poor forecasting are among the key reasons.
Tlali Taoana has experience in strategy, marketing and executive roles, and will expand the capabilities of the business.
AMC President flies the flag at the World Marketing Forum in Thailand, then welcomes Tunisia as the confederation’s 11th member.
It doesn’t always pay to advertise online. Consumers tend to view sponsored listings with suspicion and prefer to click on organic listings.
Organisations must harness the power of AI to free up their people to do what no robot can do – truly connect with customers.
Multi-channel retailing has become crucial to the sales strategy of any brand, including digital-natives that started as online-only.
Hloni Mohope is to move from her KFC South Africa role to become Chief Marketing Officer for the brand in Central and Eastern Europe.
Can they get a foot in the door and take market share from the big global sneaker names? African brands think they can.
Chartered Institute of Marketing (CIM) reports on conference presentation urging marketing leaders to change their world view.