Electronic Arts embarks on hunt for direct agency

LONDON - Electronic Arts, the computer games software manufacturer, is holding a pitch for a direct marketing agency.

The company is seeking a direct agency with strong digital credentials to develop a relationship marketing programme. The account is currently split between a number of small, specialist agencies.

The brief involves creating a database aimed at increasing the average revenue EA takes per customer, as well as attracting a new audience of games players.

Agencies will be required to develop a communications programme using online and offline methods. The business up for grabs includes games within its EA Games and EA Sports divisions.

EA Games dominates the global games market with a 27% market share n the US and a 26% share across Europe. Last year, the company's 27 titles sold more than 1m copies worldwide. The majority of its revenue comes from games for PCs and consoles such as Nintendo's GameCube and Microsoft's Xbox, which account for 85% of sales.

A spokesman for the company refused to comment on the pitch, but said that EA was constantly reviewing its agency relationships.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content