“Working with TeleSign allowed us to quickly and effectively integrate SMS text messaging into our application.”
Electronic Arts was founded in 1982 as a pioneer in the home computer gaming space. Over the years, EA has exploded in growth and now publishes some of the largest game franchises in the world including FIFA, Battlefield, The Sims, and Titanfall. With hundreds of beloved titles, EA has become one of the largest video game publishers in the world. In addition to their own native growth, EA has acquired many smaller studios to become the titan of the industry that it is today. Lately, EA has focused lots of their resources on mobile gaming in which games are intended to be played on a mobile handsets such as a smart phone. Many of these mobile games are released free and offer in-app purchases to enhance the gaming experience, thus the longer a user engages with one of these games, the more value EA derives from these specific customers.
A long standing strategy for EA has been to drum up anticipation for these games in advance of their arrival, and on the day of their release generate lots of downloads and keep users engaged with the game. While EA employs a multi-pronged marketing strategy to promote their products, mobile presented a new opportunity...a way to get their game in the hands of a player in just a couple clicks.
EA wanted a way to engage users and generate excitement about a future release. Knowing that they could reach out directly to their users through SMS messages they were interested in finding a way to seamlessly integrate anSMS solution that would communicate updates regarding that game’s status.
Then on the day of the release, a user would be sent an SMS with a smart URL that would go directly to the Apple or Google Play Store, download the game and have the user playing in minutes.
EA would create a landing page to get users to opt in on news and updates surrounding their favorite titles with the large payoff being a link sent on release day.
EA partnered with TeleSign, a global communication and security company that specializes in sending SMS messages to any country in the world. By choosing TeleSign, EA knew that with the snap of their fingers they could simultaneously send a message to thousands of eager users about a game’s release and to call the project a success would be a gross understatement. Of the 145,000 users that signed up for EA alerts on the game The Sims, 42,000of them had opened the link within a few days and downloaded the game; with the steps considered in onboarding a new user this is an incredible result. However, as we mentioned sheer downloads are not the only measurement to the success of the game. An engaged user is a valuable user.
Day one retention on The Sims was significantly higher than for users who found the game through other means. That delta accounts for a lot of value in future spending.
Other takeaways from the campaign were that these users were all highly motivated. They featured a higher than average retention rate over time and a higher than average spend creating a reliable revenue stream for EA. It was a win for EA because they were able to deliver a product directly into the hands of their users in a streamlined manner. It was a win for the users becauseEA made discovering this game effortless. EA had an extremely positive experience every step of the way. Implementation was a breeze and the return on investment satisfied all parties.
TeleSign brings EA games straight to customers
Electronic Arts is one of the largest video game companies in the world. Through its nearly 40 year history creating some of the most successful games of all time, EA has been a cornerstone of the entire gaming industry. Founded in 1982 in San Mateo, CA Electronic Arts currently does over $5 billion in revenue through its game development and publishing while employing over 9,000 people worldwide. Any person who has ever played a video game is well versed in EA’s expansive library from the wildly successful titles under EA Sports (FIFA, NHL, Madden) to their newer offerings such as Battlefield, Apex Legends and the upcoming Star Wars Jedi: Fallen Order. EA continues to dominate globally and has recently made a sustained push in newer verticals such as e-sports and mobile gaming.
Electronic Arts has always enjoyed great brand loyalty. As a prolific game publisher, EA is always pushing out new offerings. As such, EA wanted to find a new way to communicate to their users beyond traditional marketing channels. With so much content in the gaming space it’s easy for a new game’s release to be drowned out. With a substantial portion of their business moving to mobile, EA had an idea. What if we could reach out directly to our customers on the actual device they use for mobile gaming?
EA partnered with TeleSign on a customer engagement solution that would alert users whenever a new mobile game was available. This is how it works. After a user opts-in to mobile notifications from EA, on the day of release a user is sent a link that will automatically download and install the new game. The user can be live and gaming within seconds. When EA looked back on the effectiveness of the campaign, the numbers were staggering. Day 1 retention was significantly higher for users that downloaded the game through the link provided by TeleSign compared to those that found the game on their own. This highly engaged, fiercely loyal customer base that opted into updates also spent more money in-game which was also a huge win for EA, not only were they generating more users, but users of a high value. More users + higher retention + increased spend was really the grand slam for EA’s mobile offering. The TeleSign solution also allows EA to generate interest about future titles, remind users of an update to an existing title or a promotion on a current game. Bottom line: EA and TeleSign know that an engaged user is a happy user and they will continue to use this communication technology to keep everyone informed on the latest news of their favorite game.