The launch of EA sport’s new football game – FIFA 11 in September 2010, made sales worth £28.93m, Second best ever day one UK sales and thanked retail for the success. The revenue made from the first week sales is in itself, more then the total value of the UK video games market in any single week so far in 2010 – including weeks that saw massive releases such as Halo Reach and Red Dead Redemption hit retail. FIFA 11 also enjoyed the second biggest 24-hour launch sell-through (684,602 units) in UK history, making it second only to Call of Duty: Modern Warfare 2 (1.23m units).
According to UK marketing director Stuart Lang “FIFA 11 is the most critically and commercially successful football launch ever and that’s something the whole studio team in Vancouver, the EA publishing organization and our retail partners can be immensely proud of.”
FIFA 11 had an exceptional Marketing strategy who’s main objective was to bring all football fans into the FIFA franchise. The FIFA 11 adverts were highly popular watched by million of football fans.
EA’s main focus was on long-term engagement, which meant understanding how they could continually improve and stay ahead of the game to ensure they deliver the essential interactive football product and service that every football fan wanted to participate in.
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