Electronic Arts Increases Sales with Xbox LIVE Ad Campaign

Case Study, 03/26/09
EA drives sales of new Dead Space game
In an effort to increase sales of its new Dead Space game, Electronic Arts created a successful advertising campaign using the Xbox LIVE user interface.

The Challenge

Electronic Arts hoped to drive sales of its new Dead Space game among active Xbox gamers between the ages of 18–34. The game demo was advertised on Xbox LIVE to incent trial and drive purchase among this key demographic. With over 185 competing game demos offered on Xbox LIVE, Electronic Arts sought a creative strategy to highlight the game and encourage purchase.

The Creative Solution
Xbox advertising created a compelling three-week campaign focusing on relevant and highly integrated advertising spots and 100 percent share of voice on Xbox LIVE. The advertising campaign offered Electronic Arts superior marketing placement, guaranteed impressions and detailed reporting.

The Results
The campaign produced the following results:

  • Over 700,000 game demo downloads in one week.

  • A 246 percent increase in game sales during the seventh week on the market. Typically, game sales peak in the first week and then decline. According to marketers at Electronic Arts, seeing a 246 percent spike in week 7 indicates the Xbox LIVE campaign was a strong driver of game demo traffic and sell-through.

  • Over 15 million impressions served, driving almost 900,000 content downloads and superior click-through rates of over two percent.

     

Conclusion
The Xbox LIVE user interface offers exclusive, compelling, and dynamic advertising opportunities. The success of the Dead Space campaign clearly demonstrates how Xbox LIVE advertising can bolster downloads of free trial game demos and improve sales.

 

To find out how an Xbox LIVE campaign can increase your sales, contact your sales representative today.

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