I chose to do my project on FIFA 2012 which is a soccer video game. FIFA has sold more than 100 million copies worldwide, making it one of the best-selling video game franchises. Also FIFA 12 holds the record for the "fastest selling sports game ever" with over 3.2 million games sold and over $186 million generated at retail in its first week of release. I have been researching how FIFA meets the six core standards of marketing including the distribution, marketing information management, pricing, product management, promotion, and selling.
Firstly, I am going to discuss the distribution techniques used by the manufacturer, electronic arts (under the EA sports label.) Electronic arts specifically targets children, teenagers, and young adults, since the primary target age range for the game is 12-25. To actually get the product to these customers, the use of internet is key to the distribution of the game. FIFA can be bought either directly online or in store. Ordering is easy, quick, and reliable. Most supermarkets sell the game and pretty much every electronics store sells the game. A good technique that EA Sports used is that they made the game available for download a couple of weeks before the release date. You could download this directly onto your Playstation or Xbox by simply logging into your online account and clicking on the download button. Once the game is downloaded, you got the chance to play a short sample game which enables the customer to test out the game and see if they enjoyed it. EA Sports also sets up a deal with supermarkets and electronic stores whereby future customers can pre order the game and ensure that they have their copy for the date of release. This means that they can actually make money for sales of the game before the games release.
There are many ways that EA Sports collects information for the game to gain feedback on how customers like the game and how the game could be improved. In every copy of FIFA 12 there is a...
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