Airline body urges African governments to act on opening market access
‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.
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.
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.
Uganda Tourism Board partners with major European ice hockey league
UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.