NEWS 8 MCV 08/10/10
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Extra time for FIFA campaign
More cash spent on advertising FIFA 11 after its release than before £29m made in its first week on sale by Christopher Dring
EA SAYS IT will spend more on marketing FIFA 11 in the coming weeks than it did in the build-up to the best-selling football title. FIFA 11 sold 821,000 units in its first week on sale, raking in £28.93 million. In terms of units it sold 21 per cent more in its first week than FIFA 10 achieved. “FIFA 11 is the most critically and commercially
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engagement and that means understanding how we can continually improve and stay ahead of the game. This ensures we deliver the essential interactive football product and service that every football fan wants to participate in. “To deliver against this, we’re investing an
unprecedented amount of time and money in customer service, online infrastructure and content offerings.
We want to bring all football fans into the FIFA franchise. We’re really focused on long- term engagement.
successful football release ever and that’s something the whole studio team in Vancouver, the EA publishing organisation and our retail partners can be immensely proud of,” said UK and Ireland marketing director Stuart Lang.
Stuart Lang, EA “We’re also making
“But this is just the beginning. We want to bring all football fans into the FIFA franchise. So we’re really focused on long-term
significant investment in our marketing communications – the majority of which is focused post-release, to support us through Christmas and throughout next year.” UK sales director Rob Davey added: “We couldn’t be more delighted with the first week’s sell-through on FIFA 11. This has been a superb team effort from our studio, PR, marketing
” EA sold 821,000 copies of FIFA 11 during its first week on sale – a 21 per cent rise over FIFA 10
and sales teams. They’ve produced the best football game ever and one of the biggest releases this country has ever seen. That’s no mean feat in what has been a really
challenging market – but 21 per cent growth in week one sales year-on-year for FIFA is nothing short of spectacular. “I would particularly like to thank all our retail partners
across the UK who are very much a part of this successful new release.” FIFA 11’s launch sales were behind only GTA IV and MW2. EA: 01483 463000
Trade invited to vote for charity
UK GAMES charity GamesAid has called on its membership to vote for its final beneficiaries of 2010.
Eight charities have been nominated but only five will be selected when voting closes on Thursday, October 14th. These will be announced on Friday, October 22nd.
Nominated organisations include Action for Kids, Special Effect, Rainbow Family Trust, Family Holiday Association, Families Need Fathers, The
Willow Foundation, Volunteer Centre Sutton: MAPS and Huntingdon Dreamdrops. The chosen charities will each receive an equal share of the money that GamesAid has raised this year.
GamesAid chairman Andy Payne said: “As anyone can see, all of these charities do tremendous work and I would like to wish them all the very best of luck.
“I would like to appeal to all GamesAid members to make
use of their vote and get behind their chosen charity.” Payne urges anyone who has yet to sign up to do so at the charity’s official site and place their vote. Alternatively, you can donate directly online at
www.justgiving.com/gamesaid. GamesAid already mustered impressive support from the industry earlier this year. The Gem-organised Golf & Spa Day in May raised well over £50,000, and the charity expects a similar response at
next year’s event on Thursday, May 19th, 2011.
Last month, developer Relentless raised over £225 for GamesAid with a ‘Bake Off’. Konami is due to hold a similar
event in the near future. And last week, several former Realtime Worlds staff raised money by running the Loch Ness Marathon.
www.gamesaid.org
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