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Marketing Undergraduate Honors Theses Marketing

5-2016

An Exploration of Omnichannel MarketingThrough FIFA 16Virginia N. Roman

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Recommended CitationRoman, Virginia N., "An Exploration of Omnichannel Marketing Through FIFA 16" (2016). Marketing Undergraduate Honors Theses.26.http://scholarworks.uark.edu/mktguht/26

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AnExplorationofOmnichannelMarketingthroughFIFA16

AnhoursthesissubmittedinpartialfulfillmentoftherequirementsforthedegreeofBSBA,

Marketing

By

NicoleRoman

UniversityofArkansas,Fayetteville

B.S.B.A.Marketing,2016

Advisor:Dr.BetsyHowlett

May2016

UniversityofArkansas

2

TableofContents:

Summary…3

OmnichannelMarketing…4

VideoGameIndustry…5

MarketingforFIFA16…6

Survey…10

WorksCited…13

Appendices…15

3

Summary

AccordingtoForbes,Omnichannelmarketingisamarketingstrategythatengages

consumersovermultiplechannels,astrategyreflectingthechangeinhowconsumersare

willingtoengagewithcompanies.EASportsisabranchofElectronicArts,an

entertainmentsoftwarecompanythatinthefiscalyearof2015hadaGAAPnetrevenueof

$4.5billion.EASportsproducessportsrelatedvideogamesincludingtheMaddenNFL,

RoryMcIlroyPGATour,andFIFA.Omnichannelmarketingisthenextfrontierandthe

videogameindustryisontherise.AtthecrossroadsofthesetwoisFIFA16,thisyear’s

installmentoftheFIFAseries.EASportshasintegratedthemselvesintoconsumer’slives

byleveragingomnichannelmarketing.ThisthesisdivesintohowEASportshasmanagedto

dothis,byexaminingtheaspectsoftheiromnichannelmarketingstrategy.

4

OmnichannelMarketing

Marketingisanever-changinglandscape.Everysecondofeverydaymarketersare

reachingout,tryingtograbjustashredofattention.Withallthescreensthatconsumers

areusing,oftenatthesametime,ithasneverbeenmoredifficulttobreakthroughthe

clutter.Thedaysofthesimplepathtopurchasearelonggone,asthepathhasbecomean

intricatenetwork.Withthechangeofthepurchasepathcomesachangeinhowmarketers

targetandreachtheconsumer,theyneedasmuchinteractionwithbothpotentialand

existingconsumersaspossible.Insteadofbeingasimplefunnelorstraightlineto

purchase,thepathisnowconsidered“thepurchasefish,”(FuturePerspectiveTheFuture

Shopper)whichcanbeseeninAppendixA.Omnichannelmarketingishowtheindustryis

respondingtoconsumerswhohavelotsofwaystodiverttheirattention.Insteadofusing

onemainpointofcontactwiththeconsumer,companiesareusingeverywaytheycan

including,television,print,web,mobile,andphysicalstores.AccordingtoFuture

PerspectiveTheFutureShopper,companiesthataresuccessfulatconnectingwiththeir

consumershavefullerrelationshipsthaneverbefore.Thismeansthatcompaniesthat

interactwiththeirconsumersatmultiplepointsbyusingomnichannelmarketingare

creatingdeeper,moremeaningfulrelationships,whichhasmanybenefits.Successful

omnichannelmarketingleadstorepeat,satisfied,andloyalcustomers,andby2017,50%of

theretailsalesareexpectedtobeomnichannel(Lemos).Inaworlddominatedby

technology,companiescanfindthemselvesseamlesslyintegratedintotheconsumer’slife.

Consumersareinteractingwithbrandslikeneverbefore,thiscanbeseenperfectlythrough

EASports’videogameFIFA.Thisthesisisgoingtodiveintotheomnichannelmarketing

thatEASportshasdonethroughtheirvideogameFIFA16.

5

VideoGameIndustry

Tobegin,thevideogameindustrywillbeexamined.AccordingtotheEntertainment

SoftwareAssociation(ESA),thetotalrevenueforthevideogameindustryincreased5%

sincelastyear,to$23.5billionintheUSin2015.155millionAmericansplayvideogames,

and42%ofAmericansplayatleast3hoursofvideogamesperweek,ashortenedversion

ofthereportcanbefoundinAppendixB.Thevideogameindustrycanbesplitintotwo

majorparts,computergamesandconsolegames(“IndustryFacts”).Thisthesisisfocused

onFIFA16,whichisaconsolegamethathasbothcomputerandsmartphonecompanions.

FIFA16isthelatestinstallmentintheFIFAseriesofgamesbyEASports,itwasthetop

sellinggameintheEuropefor2015(Dring).AccordingtoEASports,arecord6.4million

peopleplayedthedemoversionofthegameacrossallplatformstendaysafteritwas

released.Afterthefirst16daysofthegame’srelease,1.5billionhoursofFIFA16were

played,worldwide;thefullinfographiccanbefoundinAppendixC(“TheFirst16Days”).

Withrecordnumbersofconsumers,EASportssaidthatthiswas“thebiggestreleasein

franchisehistory.”ThisthesisgetsintotheomnichannelmarketingthatFIFA16isdoing

andhowthiscontributedtothisrecordlaunch.

6

MarketingforFIFA16

ThesocialmediaeffortsofEASportsisonepartoftheiromnichannelstrategy.

Socialmediasitesandblogsreach8outof10internetusersintheUS,andsocialmedia

marketinghasgrowntobeakeyplayerinthemarketingmix.EASportsFIFAhas3.7

millionfolloweronInstagramand23.2millionlikesonFacebook.EASportshasintegrated

themselvesintothelivesoftheirusers.Theconsumersarenowawareofwhatisgoingon

withthevideogameanytimethattheywantwithouthavingtoturnontheirconsole.

ConsumersarevolunteeringtogetmoreinformationfromEASportsallthetimebecauseit

isanimportantpartoftheirlives.TheEASportsFIFAaccountdoesn’tjustpostpictures

fromthevideogame;thisaccountpostsandrepostspicturesfromthetopleaguesand

teamsaroundtheworld.Bydoingthis,theprofileisn’tperceivedbyconsumersasagiant

advertisement,butratherasactualsourcesofentertainment.Thisisanotherwaythatthe

companyhaspushedthroughtotheconsumeranddevelopedamoremeaningful

relationship.Consumersareopeninguptothecompaniesandtheconnectionbetweenthe

twoisnowatwowaystreet.

WhilethereareclearmarketingeffortsmadebyEASports,therearealsocases

where,fromtheconsumer’spointofview,itisnotclearifitisamarketingployorgenuine

actofinterestinthegame.Thiscanbeseeninmanyofthepostsandrepoststheymakeon

theirInstagramaccount.FamoussoccerplayersoftentakepicturesofthemselvesplayFIFA

justlikeeveryoneelse,andEASportswillrepostit.OneexampleofthisisLuisSuarez,who

postedapictureonInstagramofhimselfplayingFIFA,canbeeseeninAppendixD

(Suarez).Sincetheplayersarenotgettingpaidtopostthepictures,thesearenot

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endorsements,butthepicturesarestillafreeformofgreatadvertisingforEASports.This

partoftheirstrategyiscalledconsumergeneratedcontentandFIFA16isgettingitsfair

share.ThereareentireYouTubechannelsthatjustuploadvideosrelatedtothegame,such

asW2S.Theirdescriptionjustsays“FIFA16REALLIFERANDOMSTUFF”,theyhaveover6

millionfollowers,and1billionviews.Therearehundredsoflivestreamsofpeopleplaying

FIFA16onTwitchallthetime,withthousandsofviewers.Consumersarenotjustplaying

thegameathome;theyarewatchingpeopleallovertheworldplay,openingentirely

differentmarkets.ThisshowshowfarFIFA16haspenetratedintoconsumer’slives.FIFA

16hasbecomesomethingthatconsumersinteractwithbothactivelyandpassively.

Anotherpartoftheiromnichannelstrategyissponsorships.ThehandthatEASports

playsinvarioussoccerleaguesaroundtheworldisanimportantaspectofthetheir

marketingstrategy.EASportsistheofficialtechnologypartneroftheEnglishPremier

League(EPL),aswellastheofficialvideogamingpartnerofChelseaFC(currentlyranked

10thintheEPL).WhilepeoplewhoalreadyplayFIFA16aremostlikelygoingtowatchlive

soccergames,theoppositedoesnotnecessarilyhold.Thisisagreatwaytogainexposure

forEASports,whilekeepingthemarketingmessageclearfortheFIFAvideogames.Asfans

ofthesportconsumemoreofit,theywillbemoreawareoftheproductthatEAhastooffer.

EASportsisalsoasocksponsorinLaLigainSpain(“LaLiga”)andhasapartnershipwith

ProfessionalGameMatchOfficialsLimited,whoofficiategamesintheEPLandtheFootball

Association(FA)Cup(ElectronicArtsInc.).Thismeansthattheplayerswearsocks

brandedwithEASportsLogothatcanalsobefoundonthereferee’skitsintheEPL.

Combined,LaLiga,theEPL,andtheFACupdrawanaveragetotalaudienceofover4billion

viewersoverthecourseoftheleagues(“TheWorld’sMostWatchedLeague”);

8

comparatively,thelargestSuperBowlaudienceisabout114million.Thevaluesand

lifestylesoftheidealFIFA16consumerlinesupwiththevaluesandlifestylesofthose

reachedbythecombinedaudienceofthesethreeleagues.Byreachingthisaudience,EA

SportsgetsaccesstopotentialFIFA16consumers.

Inadditiontobeingplayedonthegamingconsole,FIFAUltimateTeam(FUT)canbe

playedbothonlineandonthemobileapp.AccordingtoEASports,thisisthemostpopular

modeinEASportsFIFA.Thisgamemodeallowsplayerstocreatetheirownteamswithany

professionalsoccerplayerthattheywant.Therearetwowaysofacquiringplayers,they

canopenplayerpacksortheycanbuythemoffthemarket,giventhedesiredplayerisfor

sale.Topurchaseplayersandpacks,theconsumerscanusecoinsthattheyearnplaying

games,ortheycanpurchasevirtualcurrency,FIFAPoints.InFIFA16therearelegends(in

additiontothe56thatwereintroducedlastyear),whichononlyofferedontheXbox

versionofthegame.Thismeansthatthereisanincentivetobuyingoneconsoleoverthe

other,butitdoesn’teliminateanypartofFIFA’smarket.Therearetwomobileapps

available,oneisacompanionappandtheotheristheFUTapp.InordertousetheFIFA16

Companionapp,theconsumermusthaveFIFA16ontheconsoleaswell;however,theFIFA

16UltimateTeamappdoesnotrequirethis,allowingconsumerstoplayjustontheapp

andnotonaconsole.Thismeansthatconsumerscanplayafreeversionontheirphones

andonlinewithouthavingtocommittobuyingeitheraconsoleorthegame.Theappand

onlineversionsaresimilartofreetrialsofthegame;theyallowtheconsumerstoplayone

gamemode,essentiallyfunctioningasaninteractivemarketingtool.Thispointofcontact

withtheconsumerisextremelyimportantsinceitcanleadtolargepurchaseslater.

9

Whiletheshifttowardsomnichannelmarketingmeansmuchmoreonline

interactionwithconsumers,thereisstillaninpersoncomponentofthisstrategy.Asa

videogamecompany,EASportsdoesnothaveit’sownbrickandmortarstores,their

productsaresoldthroughthirdpartyretailers.TheseretailersincludeBestBuy,GameStop,

Walmart,andTarget.SinceEASportsdoesn’thaveitsownstorestopromotetheirgames,

it’simperativethattheyhaveinteractivein-storedisplays,wheneverpossible.BestBuy

andGamestopbothfrequentlyhaveFIFA16inthetrailXboxandPlayStationthatisonthe

floorinthestore.Thisallowsconsumerswhoareconsideringbuyingagameorconsoleto

tryitout,beforehand.Thiscrucialinteractioncanhelptoacquirenewcustomerswho

haven’tplayedFIFAbefore.Additionally,shoppersoftenplayontheinstoredemoeven

whentheyaren’tshoppingforneitheraconsolenoravideogame.Thein-storeinteraction

withconsumersisahugepartoftheomnichannelmarketingstrategy,asthephysical

environmentplaysalargeroleintheconsumer’spurchasebehavior(Solomon,Marshall,

Stuart,2012).

EASportshasmanypointsofcontactwithconsumersandpotentialconsumers,as

discussedabove.Thesedifferenttoolsandformsofcontactdon’tjustinteractwiththe

consumer,theyalsointeractwitheachother.Forexample,professionalsoccerplayers

interactwiththesponsorshipsthatEASportshas,varioussocialmediasites,aswellas

playingFIFA16,justtonameafew.Avisualizationoftheseconnectionsandhowthey

communicatewiththeconsumercanbeseeninAppendixE.Byhavingmultipleoutletsto

reachconsumersandpotentialnewconsumers,EASportshasdriventheirconsumer

engagementandmadeFIFA16apositivepartoftheirconsumers’lives.

10

Survey

ToresearchconsumerattitudestowardsFIFA16andtheomnichannelmarketing

thatEASportsdoesfortheirgame,asurveywascreatedandpostedonAmazonTurk.The

firstpartofthesurveycoversbasicdemographicinformationincludingageandgender.It

alsocoversbasicinformationaboutvideogameconsumption,soccerconsumption,and

FIFA16consumption.Afterthebasicinformation,thesurveybranchesintofivedifferent

scenarios,eachonecoveringadifferentpointofcontactthatEASportshaswiththe

consumer.Thesescenariosmeasureemotionalreactionstothemarketingaswellas

likelihoodtointeractwithit.Afullcopyofthequestionsinthesurveycanbefoundin

AppendixF.

Thesurveywaspostedand52responsesweregatheredandanalyzed.Theaverage

ageoftherespondentsisbetween25and34yearsoldand62%weremale.Theyplayon

average6.5hoursofvideogamesperweekandwatchonaverage1-3hoursofsoccerper

week,thismeansthattheyplayvideogamesaboutanhourperdayandwatchaboutone

matchofsoccerperweek.60%oftherespondentshaveplayedFIFA16,andofthis60%,

19peopleplayedonXboxOneand12playedonthePlayStation4.Thismeansthatpeople

areplayingthisgameonthenextgenerationconsoles,whichwerelaunchedmostrecently.

ThissurveyalsoshowedthatafterseeingaFIFA16postonFacebook,peopleare

somewhatlikelytobothfollowEASportsonInstagramandspendmoneytobuyFIFA

points,thevirtualcurrencyinthegame,inordertoopenpacks.Additionally,peoplefound

thatFIFA16issomewhatfun,somewhatinteresting,andhighquality.Thisisimportant

becauseitmeansthatEASportshashighbrandequity.Thesesurveyfindingssupportthe

factthatpeopleareengagingwithFIFA16onmultiplemediums.Italsosupportsthe

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omnichannelmarketingeffortsthatEASportsisdoing,becausepeoplearemorelikelyto

spendmoremoneyafterseeingapostonsocialmedia.Afullcopyoftheresultsofthe

surveycanbefoundinAppendixG.

Thereareimprovementsthatshouldbemadeifthissurveyweretoberunagain.

Theonetofivescalethatwasusedresultedinanswersthatwereveryclosetothemiddle,

thiscanbeavoidedbyusingalargerscale,suchasa1-10scale.Additionally,itwouldbe

usefultoaskwhatinteractionstherespondentshavewithEASports;forexampleasking

therespondentswhatsocialmediatheyuseandiftheyfollowEASportsFIFAonthem.This

wouldallowtheresearchertosee,moreclearly,whatkindsofinteractionstheconsumers

arehavingwithEASports.

12

WorksCited

Dring,Christopher."HowDidtheUKGamesMarketPerformin2015?"MCVUK.MCV,14

Jan.2016.Web.10Apr.2016.

"EASPORTSBecomesLong-termPartnerofPGMOL."PremierLeague.PremierLeague,20

Jan.2014.Web.16Mar.2016.

"EASports."ChelseaFC.ChelseaFC,n.d.Web.10Mar.2016.

ElectronicArtsInc.EASportsExtendsAgreementastheOfficialSportsTechnologyPartnerof

thePremierLeagueuntil2019.BusinessWire.ElectronicArtsInc.,6Aug.2014.Web.

22Mar.2016.

ElectronicArtsInc.EASPORTSFIFA16NowAvailableAcrosstheWorld.BusinessWire.

ElectronicArtsInc.,24Sept.2015.Web.10Mar.2016.

ElectronicArtsInc.ElectronicArtsReportsQ3FY16FinancialResults.BusinessWire.

ElectronicArtsInc.,28Jan.2016.Web.10Mar.2016.

"FIFA16-Features."EASPorts.ElectronicArtsInc.,n.d.Web.10Mar.2016.

"TheFirst16DaysofFIFA16."EASports.ElectronicArtsInc.,3Nov.2015.Web.20Mar.

2016.

FuturePerspectiveTheFutureShopperMarch2013.NewYork:KantarRetail,1Mar.2013.

PDF.

"IndustryFacts-TheEntertainmentSoftwareAssociation."TheEntertainmentSoftware

Association.TheEntertainmentSoftwareAssociation,n.d.Web.13Mar.2016.

"LaLigaAnnounceNewEASportsSockSponsorshipDeal+4-YearPartnershipExtension."

FootyHeadlines.FootyHeadlines,27Nov.2015.Web.13Mar.2016.

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Lemos,Kerry."WhatIstheReturnonOmnichannel?"NationalRetailFederation.National

RetailFederation,14Apr.2015.Web.20Mar.2016.

Newman,Daniel."TheOmni-ChannelExperience:MarketingMeetsUbiquity."Forbes.

ForbesMagazine,22July2014.Web.28Mar.2016.

Solomon,MichaelR.,GregW.Marshall,andElnoraW.Stuart.Marketing:RealPeople,Real

Choices.Boston:PrenticeHall,2012.Print.

Suarez,Luis.InstagramPost.Digitalimage.Instagram.N.p.,10Mar.2016.Web.21Mar.

2016.

"TheWorld'sMostWatchedLeague."PremierLeague.PremierLeague,n.d.Web.20Mar.

2016.

14

Appendices

AppendixA PurchaseFish

AppendixB ESAIndustryFacts

AppendixC First16DaysofFIFA16

AppendixD LuisSuarezInstagramPost

AppendixE OmnichannelInteractions

AppendixF SurveyQuestions

AppendixG SurveyResults

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AppendixA

16

AppendixB

17

18

19

20

21

22

AppendixC

23

24

AppendixD

25

TryingtoreachtheconsumerMediumusedtoreachconsumer

AppendixE

26

Male

Female

Basic Info

Implied Consent

Researcher(s):    Virginia Roman

Elizabeth Howlett, Professor                                                                                  bhowlett@walton.uark.edu                                                         Virginia Roman vnroman@email.uark.edu                                         University of Arkansas                                                    Walton College of Business                                              Department of Marketing & Logistics                            301 Business Building, Fayetteville, AR 72701            479­575­8748 Compliance Coordinator    Ro Windwalker      479.575.2208irb@uark.edu

                                                                                                Study Information: The purpose of this research is to examine consumer interest in FIFA video games.   

Description: Complete a survey about video game behavior.  Risks: There are no anticipated risks to participating in the study. Voluntary Participation: Your participation in the research is completely voluntary. You have the right to withdrawat anytime. Confidentiality: The survey is anonymous and will not include any identifying information. Right to Withdraw: You are free to refuse to participate in the research and stop the survey at any time. Duration:  This survey should take less than 10 minutes to complete. 

This information collected for this survey will be used for educational purposes only. 

Gender

Age

AppendixF

27

On average, how many hours per week do you play video games?

Do you own FIFA 16?

What console(s) do you own FIFA 16 on?

Xbox One PlayStation 4

Xbox 360 PlayStation 3

Other     

Have you played FIFA 16?

On what devices have you played FIFA 16?

Xbox One Computer

PlayStation 4 Cell Phone

Xbox 360 Other 

PlayStation 3    

On average, how many hours per week do you watch soccer?

Please indicate your feelings about soccer on the following aspectsBoring   Interesting

Not Fun   Fun

Says nothing about me   Says something about me

Means nothing to me   Means a lot to me

Scenario 1

Please answer the following questions based on the scenario below: While watching a soccer game, you notice the referees have EA Sports patches on their sleeves, and EA’S FIFA advertisements on the video boards along the sidelines. You’re not sure what they are so you’re prompted to search EA Sports and come across the video game FIFA 16. 

28

What are your attitudes towards EA Sports?Relevent   Irrelevant

What are your attitudes towards the Fédération Internationale de Football Association? 

Of concern to me   Of no concern to me

Relevent   Irrelevant

Trustworthy   Untrustworthy

Appealing   Unappealing

What are your attitudes towards FIFA 16?Exciting   Unexciting

Fun   Not Fun

Relevant to my life   Irrelevant to my life

High Quality   Low Quality

Based on the above scenario, do you want to buy FIFA 16?Yes   No

Scenario 2

Please answer the following questions based on the scenario below: Scrolling through Facebook you come across a sweepstakes where liking the post will enter you for a chance to win a signed jersey for your favorite player and their card in FIFA Ultimate Team. You also see that FIFA 16 has a pack promotion going on where the chances of getting a Team of the Week player is twice as high.

Please indicate your likelihood to do the following:

      Very Likely Somewhat Likely NeutralSomewhatUnlikely Very Unlikely

Share the post with your friends    

Follow @EASPORTSFIFA onInstagram    

Follow @EASPORTSFIFA onTwitter    

Play FIFA 16    

Buy FIFA Points to open packsin the video game    

Scenario 3

29

Please answer the following questions based on the scenario below: While managing your Ultimate Team on your laptop, your friend messages you that he wants to play Pro Clubs with you, but you don’t have a console. You see that FIFA 16 is sold on both Xbox and PlayStation, you ask your friends what they have. 

Please indicate your feelings about gaming consoles:Very important decision   Very unimportant decision

Decision requires a lot of thought   Decision requires little thought

Some aspects of FIFA 16 are only available on one specific console. Please indicate how much effect this has onyour decision to buy a console.

Large effect   Little effect

Scenario 4

Please answer the following questions based on the scenario below:

On Twitter, you see that your favorite player has posted a video of himself playing FIFA with his friends.

Indicate your likelihood to get on your console and play FIFA 16Very Likely   Very Unliekly

Indicate your feelings towards this Tweet

Very effective selling tool   Very ineffective selling tool

Authentic   Not authentic

Sincere   Insincere

Scenario 5

Please answer the following questions based on the scenario below:

You go to GameStop to buy a new controller for your console, while you're there you play FIFA 16 on the demo console. 

Assuming you do not own the game, indicate your likelihood to buy FIFA 16 after playing in the storeVery Likely   Very Unliekly

Indicate your feelings towards GameStop

Good sales on products   Bad sales on products

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Low Prices   High Prices

Easy to return products   Hard to return products

THANK YOU FOR YOUR HELP.

ENTER #GOHOGS

31

Q1.2 Q1.3 Q1.4 Q1.5 Q1.6_1 Q1.6_2 Q1.6_3 Q1.6_4 Q1.7 Q1.8_1 Q1.8_2 Q1.8_3 Q1.8_4

Gender Age

Hoursperweekplayingvideogames

DoyouownFIFA16?

OwnFIFA16:XboxOne

OwnFIFA16:PlayStation4

OwnFIFA16on:Xbox360

OwnFIFA16:PlayStation3

HaveyouplayedFIFA16?

PlayedFIFA16:XboxOne

PlayedFIFA16:PlayStation4

PlayedFIFA16:Xbox360

PlayedFIFA16:PlayStation3

2 4 11 2 22 3 9 2 22 3 11 2 1 11 3 11 1 1 1 1 11 3 5 1 1 1 1 1 1 12 3 7 2 21 3 8 2 22 5 4 2 1 11 3 3 2 1 11 3 11 2 1 11 3 11 1 1 1 11 4 5 1 1 1 11 3 11 1 1 1 11 3 8 2 21 2 6 1 1 1 12 3 1 2 22 2 4 2 21 4 11 1 1 1 11 3 11 1 1 1 12 3 8 2 1 11 4 6 2 22 2 2 2 1 1 11 3 6 1 1 1 12 6 1 2 21 2 11 1 1 1 12 2 2 2 21 6 1 2 21 2 11 2 1 1 12 4 3 1 1 1 1 11 4 7 1 1 1 1 12 4 4 1 1 1 11 3 8 1 1 1 11 5 4 2 22 3 6 1 1 1 12 3 11 2 21 3 2 2 21 4 9 1 1 1 11 4 11 2 21 3 2 1 1 1 11 6 1 2 21 3 8 1 1 1 12 4 2 2 21 3 5 2 21 2 6 1 1 1 11 3 3 1 1 1 12 5 11 1 1 1 11 3 6 2 1 11 5 11 1 1 1 11 4 6 2 22 4 7 2 21 2 6 1 1 1 12 2 2 2 2

33 3.385 6.4807692 23 11 10 2 3 31 19 12 3 219 3 3.489426 29 21

AppendixG

32

Q1.9 Q1.10_1 Q1.10_2 Q1.10_3 Q1.10_4 Q2.1 Q2.2_1 Q2.3_1 Q2.3_2 Q2.3_3 Q2.3_4 Q2.4_1

Hoursperweekwatchingsoccer

Soccer:NotFun:Fun

Soccer:Boring:Interesting

Soccer:Saysnothing:Sayssomething

Soccer:Meansnothing:Meansalot

WhilewatchingsocceronTV

EASports:Relevent:Irrelevant

FIFA:Relevent:Irrelevant

FIFA:Trustworthy:Untrustworthy

FIFA:Appealing:Unappealing

FIFA:Ofconcerntome:Ofnoconcerntome

FIFA16:HighQuality:LowQuality

2 4 4 4 4 1 1 2 2 2 2 22 5 5 3 3 1 3 2 2 2 2 22 4 4 5 4 1 2 3 2 2 2 21 4 4 1 3 1 2 1 2 1 2 13 3 4 5 5 1 1 5 1 4 3 51 2 2 1 1 1 5 5 5 5 5 32 3 4 3 3 1 1 2 1 2 3 32 5 5 3 5 1 2 2 4 5 3 21 2 2 3 3 1 2 3 3 3 3 21 1 1 1 1 1 3 4 5 5 5 53 5 5 5 5 1 1 1 2 3 2 12 5 4 5 4 1 2 2 2 1 1 13 5 5 5 5 1 1 3 3 2 2 31 4 3 2 3 1 3 3 2 3 4 32 5 4 4 5 1 2 2 3 2 2 21 1 1 1 1 1 5 5 5 5 5 51 4 2 1 1 1 2 3 5 3 4 22 5 5 4 4 1 2 3 4 4 3 14 3 3 3 3 1 3 3 3 3 3 32 5 4 5 4 1 4 2 2 2 2 31 1 2 2 1 1 4 3 4 3 4 31 1 3 3 1 1 3 4 3 2 22 5 5 4 5 1 3 2 2 2 2 23 5 5 5 5 1 51 1 1 1 1 1 3 3 4 2 4 31 1 1 1 1 1 5 2 2 2 2 31 1 1 1 1 1 5 3 3 3 3 32 4 4 4 4 1 1 4 4 4 4 31 2 2 2 2 1 1 3 3 3 3 22 4 4 4 4 1 3 3 3 3 3 21 1 1 1 1 1 2 5 4 5 5 12 4 5 5 5 1 3 3 3 4 4 41 4 4 3 3 1 1 4 3 3 3 32 4 4 3 3 1 4 2 3 3 4 11 1 1 1 1 1 3 4 3 3 4 31 4 3 3 2 1 3 2 3 3 33 5 5 4 4 1 1 1 1 1 1 11 1 1 1 1 1 2 5 5 5 5 52 3 3 2 2 1 2 2 3 3 4 22 3 5 1 3 1 5 3 3 3 5 31 4 4 3 4 1 2 2 3 2 2 21 3 3 1 2 1 2 5 3 3 5 32 4 3 3 3 1 2 2 4 2 2 22 4 4 3 3 1 2 3 5 4 2 32 4 4 3 4 1 2 3 3 4 3 12 4 4 3 5 1 1 3 2 2 3 23 5 5 3 4 1 1 3 3 2 1 12 4 4 3 3 1 1 2 2 2 3 12 4 4 4 3 1 1 2 5 5 2 12 4 5 4 3 1 3 3 3 3 3 31 3 3 2 2 1 3 4 3 3 4 22 4 5 5 3 1 1 2 2 1 2 2

1.75 3.4038462 3.4423077 2.9230769 3 TV 2.4313725 2.9215686 3.0196078 2.9215686 3.0392157 2.422 4 4 3 3 2 3 3 3 3 2

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Q2.4_2 Q2.4_3 Q2.4_4 Q2.5_1 Q3.1 Q3.2_1 Q3.2_2 Q3.2_3 Q3.2_4 Q3.2_5 Q4.1 Q4.2_1

FIFA16:Fun:NotFun

FIFA16:Exciting:Unexciting

FIFA16:Relevanttomylife:Irrelevanttomylife

BuyFIFA16:Yes:No

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Consoles:importantdecision:Unimportantdecision

2 2 2 1 1 1 4 1 1 3 1 12 2 2 2 1 5 5 5 4 5 1 42 2 2 1 1 3 3 3 3 4 1 21 2 3 1 1 5 3 4 1 4 1 11 3 4 1 1 1 5 3 4 4 1 33 4 5 5 1 5 5 5 5 5 1 22 2 3 3 1 2 2 2 2 3 1 21 3 2 4 1 2 2 3 2 1 1 12 3 4 4 1 4 4 4 3 3 1 25 5 5 5 1 5 5 5 5 5 1 31 1 2 1 1 1 1 1 1 1 1 11 2 1 1 1 2 2 2 2 2 1 32 1 2 1 1 2 3 4 3 3 1 43 3 4 3 1 3 4 4 2 3 1 31 2 2 2 1 2 2 2 2 2 1 15 5 5 5 1 5 5 5 5 5 1 51 2 3 3 1 5 5 5 3 5 1 21 2 1 2 1 2 2 1 1 4 1 43 3 3 3 1 3 3 3 3 3 1 33 3 3 5 1 3 2 2 2 2 1 25 5 5 5 1 5 5 5 5 5 1 54 2 3 4 1 3 3 3 3 3 1 32 3 2 1 1 3 2 2 1 3 1 2

5 1 5 5 5 5 5 1 52 2 3 2 1 2 2 2 2 3 1 43 4 4 4 1 2 2 3 2 3 1 33 3 3 5 1 1 34 2 3 5 1 3 3 3 3 3 1 22 2 3 1 1 5 5 5 5 5 1 12 2 2 1 5 5 5 5 5 1 21 2 1 1 1 5 5 5 5 5 1 34 3 4 1 1 2 2 1 1 2 1 33 3 3 2 1 2 4 4 2 2 1 12 2 2 1 1 2 2 4 1 2 1 14 4 5 5 1 5 5 5 5 5 1 13 3 3 4 1 2 3 2 3 3 1 31 1 1 1 1 1 3 1 1 1 1 25 5 5 5 1 5 5 5 5 5 1 52 3 4 3 1 5 5 5 4 5 1 33 3 5 5 1 1 1 1 1 1 1 32 2 2 2 1 4 4 4 2 3 1 33 3 5 5 1 5 5 5 5 5 1 52 2 3 3 1 4 3 1 2 3 1 32 3 3 3 1 4 4 4 3 4 1 21 2 2 1 1 4 5 3 2 3 1 21 2 2 2 1 2 2 1 2 2 1 21 1 2 4 1 4 5 5 2 4 1 21 1 2 1 1 2 2 1 3 2 1 11 1 4 2 1 4 4 4 1 3 1 22 2 3 2 1 2 2 2 3 1 32 2 3 2 1 4 1 1 2 4 1 22 2 2 1 4 4 4 4 1 4

2.2941176 2.5294118 2.9803922 2.8 Facebook 3.2745098 3.4313725 3.2352941 2.7959184 3.3921569 Online 2.59615382 2 3 2.5 3 3 3 2 3 2.5

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Q4.2_2 Q4.3_1 Q5.1 Q5.2_1 Q5.3_1 Q5.3_2 Q5.3_3 Q6.1 Q6.2_1 Q6.3_1 Q6.3_2 Q6.3_3

Consoles:lotofthought:littlethought

Consolespecific:Largeeffect:Littleeffect Twitter

PlayFIFA16onconsole:VeryLikely:VeryUnliekly

Tweet:Sincere:Insincere

Tweet:Authentic:Notauthentic

Tweet:effectivesellingtool:ineffectivesellingtool GameStop

BuyFIFA16:VeryLikely:VeryUnliekly

GameStop:LowPrices:HighPrices

GameStop:Goodsalesonproducts:Badsalesonproducts

GameStop:Easytoreturnproducts:Hardtoreturn

1 2 1 2 1 1 2 1 1 1 1 14 2 1 2 2 2 2 1 2 5 5 32 3 1 3 2 1 2 1 2 2 3 21 1 1 3 3 3 2 1 1 5 5 23 3 1 3 5 3 3 1 3 3 5 52 5 1 5 3 3 5 1 5 3 3 12 3 1 4 2 2 2 1 2 3 2 32 4 1 5 2 1 5 1 4 4 3 12 2 1 4 4 4 4 1 3 3 2 23 4 1 5 5 5 5 1 5 5 5 52 1 1 2 2 1 1 1 1 3 1 33 3 1 4 4 3 4 1 4 3 3 44 3 1 1 1 1 1 1 2 2 1 13 2 1 3 4 3 3 1 3 3 3 42 2 1 3 2 3 2 1 3 3 3 45 5 1 5 5 5 5 1 5 3 3 32 2 1 3 3 3 1 1 4 3 4 34 2 1 2 2 2 2 1 2 4 4 33 3 1 3 3 3 3 1 3 3 3 32 2 1 4 2 2 2 1 3 3 3 34 4 1 5 4 4 4 1 5 3 3 34 4 1 2 2 3 2 1 4 4 4 32 2 1 3 2 2 2 1 2 2 2 25 5 1 5 5 5 5 1 1 5 5 54 4 1 4 3 4 3 1 2 3 3 33 4 1 3 2 2 2 1 5 4 4 43 5 1 5 5 5 5 1 5 5 5 52 5 1 5 4 2 4 1 3 3 3 31 4 1 5 5 5 5 1 5 4 4 41 4 1 2 5 5 5 1 4 3 3 31 4 1 5 2 2 3 1 3 4 4 33 2 1 4 3 2 3 1 3 3 4 34 5 1 3 3 4 3 1 2 5 4 41 2 1 4 3 1 2 1 3 3 2 31 5 1 5 1 1 2 1 3 4 2 13 4 1 3 3 3 2 1 4 3 2 33 4 1 4 1 1 4 1 2 3 1 12 1 1 5 4 4 3 1 5 4 2 34 4 1 5 3 3 5 1 3 3 3 32 5 1 5 3 3 3 1 5 3 3 33 1 1 2 4 4 4 1 2 4 4 25 1 1 4 3 3 4 1 3 4 3 32 3 1 3 2 2 1 1 3 3 3 32 3 1 3 3 3 3 1 3 4 4 32 2 1 3 3 2 1 1 2 4 3 32 1 1 3 2 2 1 1 2 2 2 15 4 1 3 2 3 2 1 4 4 3 41 2 1 2 2 2 2 1 1 1 1 12 4 1 1 2 2 2 1 2 2 2 22 2 1 2 3 2 1 1 2 3 2 22 5 1 3 4 4 2 1 2 2 2 13 3 1 4 4 5 4 1 3 2 2 2

2.6153846 3.1153846 Twitter 3.4807692 2.9615385 2.8076923 2.8846154 Gamestop 3 3.2692308 3 2.78846152 3 3 3 3 3 3 3 3 3