Having opened its first ever EA Sports Active-dedicated retail outlet earlier this month, EA has told MCV that it sees the stores as the best possible way of promoting its game in the modern games industry landscape.
“Data showed that 80 per cent of our consumers were recommending EA Sports Active to their friends,” Sport Active marketing director Monique Gomel stated.
“We knew that we had a good product but our challenge was getting the word further out there and really differentiating it from the other products.
“The stores are like living billboards. We wanted to find a way to allow people who are using the game to show it to their friends so as well as trying to encourage people to show it to their friends at home we decided to create a venue for that, one that is representative of the brand and welcoming and comfortable.”
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