Jack Koch Director, Global Marketing Insights

Electronic Arts

Electronic Arts is one of the largest video game publishers in the world.

#1 HD Console

#1 PC Retail

#1 Mobile & Tablet

#1 Casual & Online

#2 Social

40M

80M

130M

302M

1995 2000 2005 2011

EA Unique Monthly Players across all platforms

Video Reel

Premium Titles for Every Gamer

Global Media Solutions

EA’s Global Media Solutions (GMS) group connects major advertisers with

EA’s premier content, integrating brands within and around games across

gaming platforms and devices in a relevant and impactful way.

Toyota Prius in The Sims Social

Gatorade in Madden 12

Dove in Poppit!

Cross-Platform Challenges

1. Very few companies have the products, platforms, and capability for Cross-

Platform Campaigns.

2. Cross-Platform Measurement is a challenge for marketers because of the

difficulty of integrating measurement from online, social, console, and mobile.

EA’s Big Data Challenges

Multiple Platforms

& Devices

Multiple Titles &

Game Teams

Multiple Ad Serving

& Data Warehouse

Technologies

EA’s Big Data Solution

Scalable, Flexible, Actionable Insights

EA Legend

EA Legend is a scalable and flexible solution that integrates multiple EA and

external data sources to capture and visualize key performance indicators for

marketers, and provide deep, actionable cross-platform insights.

Console Social Mobile Online

EA Legend

EA Legend is a scalable and flexible solution that integrates multiple EA and

external data sources to capture and visualize key performance indicators for

marketers, and provide deep, actionable cross-platform insights.

Console Social Mobile Online

3rd Party Audience Data

EA Legend Benefits

• Cross-Platform Metrics & Insights

- Campaign reach across devices & platforms

- Media optimization

• Brand Impact Analysis

- Awareness, favorability, considerations, etc.

- Social media sentiment & sales lift

• Consumer Insights

- Purchase behaviors, attitudes, and

consumption habits

- Determine effective reach targeting

• Game Data Visualization

- Clearer, more flexible & digestible metrics

• Lessen Strain on Analytics Teams

- Drastic decrease in custom reports & pulls

- Reduction in necessary resources

• Game Insights

- More insights = better games & gameplay!

GAME TEAMS MARKETERS

DEMO