EA reviews £80m pan-Euro media

Electronic Arts, the game publisher, has launched a review of its £80 million pan-European media planning and buying business.

EA: the review covers 20 markets, with the UK worth £16m
EA: the review covers 20 markets, with the UK worth £16m

MediaCom handles the account, which includes campaigns for games such as Fifa 14, The Sims 4 and Titanfall.

The review spans about 20 markets and is being led from EA’s office in Geneva.

Last year, the business was valued at £16 million in the UK.

Agencies will attend chemistry meetings this week.

The gaming giant has been rebuilding after a turbulent 2013, which saw EA cut more than 10 per cent of its workforce and voted the US’s worst company to work for. A push in online gaming has helped boost revenues.

EA posted revenue of $1.13 billion in the last three months of 2014, up 40 per cent year on year.

MediaCom picked up the consolidated European business, and retained the UK account, after a review in 2010.

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