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.