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EA Sports on ditching FIFA and having to rebrand its most popular game
EA Sports’ top marketer on what goes into rebranding a product with 30 years of heritage – and how utilising strong partnerships and data brought it to life.
You’ll struggle to find a larger marketing challenge than taking a brand with 30 years of heritage and history – and rebranding it to something completely different. But that’s exactly what Electronic Arts (EA) took on when it chose to ditch its long-standing FIFA license and branch out on its own as EA Sports FC.
And now after two years of planning, reveals and a relentless brand marketing campaign, EA Sports FC is set to be released worldwide on Friday (29 Sept) as one of the world’s most popular video games enters a bold new future.
