ea presentation2

Welcome

Wildfire Marketing

Objectives

Analyse EA’s target markets To carry out primary research into the female

gaming market To gain insight on the female gamers

segment to enable EA to target them more efficiently

Provide advertising and marketing strategies suited to targeting this segment

To strengthen the belief that mobile gaming for women is convenient and a good use of time.

Electronic Arts

EA is a major developer, marketer and publisher

No.1 publisher in western markets with 16% segment share

The only console game that EA offers that women think could target them is The Sims

Second-largest social games company on Facebook

http://www.youtube.com/watch?v=vJ7xkDAqklw

Consumer Profile

Arnould, Price and Zinkhan (2004) Profile of the target audience-

demographic/psyschographic Day in the life to reflect this

Consumer profile

Women Age 18 – 25 Busy student life, with little time and

money Sociable Live away from home

Day in the life

Woke up to alarm at 7am Snooze, snooze, snooze Oh no! It’s 8am, 20 minutes to get

ready! Shower, put face on, print off essay Hair got priority over breakfast! Just made the bus, had to stand up.

Sore legs, frizzy hair, empty tummy!

Five hours of boring lectures zzzzzzzz! Travel back on bus, check Facebook

and play a quick game of Angry Birds! Back at the flat at 5pm and make some

food Now it’s time to relax!

The meaning of things

Csikszentmihalyi & Rochberg-Halton, 1981

An insight into consumers by analysing the possessions that have high emotional value to them

People invest emotional value into objects, which often relates to memories or values which are specific to the individual

The meaning of things

Favourite room- bedroom Atmosphere- cosy and warm Objects- teddy, photos, food, phone Memories, people, comfort, security Focus on themselves and the present

Motivational Research

Ernest Dichter Research to understand the underlining

meanings behind behavior and product use

Scientific research alone is not enough, meanings behind what motivates someone to buy/do something is more effective, through a questionnaire about the subject

Motivational Research

Memories- Spyro, Mario, Sonic, Crash Bandicoot, Rayman

Multiple use devices-phones and laptops

Play games for enjoyment

ZMET Zaltman Metaphor Elicitation Technique Gerald Zaltman & Joseph C. Wilson To develop creative strategic solutions to

marketing problems managers need guided by effective models and theories

Includes using visual images gathered by consumers to create metaphors which represent consumers’ feelings and emotions towards a subject

ZMET

TRA Theory of Reasoned Action Martin Fishbein and Icek Ajzen Predictions of behaviors and intentions Suggests that a person's behavioural

intention depends on their attitude about the behaviour and subjective norms

Measures a person's relative strength of intention to perform a behaviour

TRA results- Salient beliefs Salient BeliefsPlay video games …

Belief strength (bi) Evaluation score (ei)

Product (biei)

is expensive 6 4 24

is a sociable activity

5 6 30

is competitive 5 5 25

helps me feel a sense of achievement

4 6 24

provides an escape from daily life

5 5 25

is a good use of time

2 6 12

on the go is useful 5 6 30

Salient Referents

Salient Referents Belief strength (bi) Motivation to comply (mi)

Product (bimi)

Boyfriend 4 3 12

Mother 4 3 12

Father 4 3 12

Brother 4 1 4

Sister 3 2 6

Friends 4 3 12

Flatmates 5 3 15

Data to insight Data- students are lazy, stressed and

have low disposable income Theme- want games as escapism but

won’t buy a console Insight- games are a cheap way to

escape from daily stresses

ELM

Elaboration likelihood model Model of how attitudes are formed and

changed The ELM distinguishes between two

routes to persuasion: the "central route” and the "peripheral route"

Central messages Strong messages: Poster- woman trying to fit an x-box into handbag and

failing, sees another woman putting her phone into her bag. Smart phones are just as powerful as computers nowadays.

TV ad – its been scientifically proven that gaming helps de-stress, help remove the memory of trauma and increase brain power (expert from oxford university research study). Less stress = Less wrinkles.

Billboard for gender role reversal. Man with face pack and woman really into a game. Fact- 38% of all game players are women

53% of all mobile gamers are now women

Don’t get left behind…

Peripheral Messages

Weak messages- TV adverts: Montage of Rihanna during her day, playing

on her phone at any chance she can get Young woman gets home from uni, starts

playing on her phone, walls collapse and room turns into a tropical paradise

Magazine ad- The cheaper way to escape- shows prices of holidays and then price of game app laid out like a holiday ad

7 day trip to the Caribbean?

£1,500

Spa day?

£150

An escape to a virtual world?

£1.99

Facts on mobile gaming – why will this work?

Mobile entertainment industry was worth $33 billion in 2010.

By 2015, this industry is expected to be worth $54 billion!

53% of mobile gamers are now female 84% of tablet owners play games – 68% of these play

at least one hour a day 58% of most popular developers are making multiple

platform apps. A new survey shows a third of all mobile phone users

in the UK and USA have played a game in the past month.

sourced by: www.redmondpie.com

Conclusions

We want to strengthen the belief that gaming can be used as escapism, rather than out of boredom or to be social

EA needs to increase games for phones and laptops, along with marketing

Create new replicas of old games to play on phones and laptops to create nostalgia