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IN-GAME MARKETING

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.

In-Game Marketing

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.

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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.