The publisher has launched a viral marketing campaign to promote the new portal.
The video opens by with a wooden EA-branded box and the promise that: ‘Something BIG is about to drop from EA’
Once a picture of denator has been clicked on, the box explodes to reveal a monitor depicting what the store is likely to look like.
The resulting still contains the claim that the online desination will be:
‘The fast, reliable and secure way to download EA games direct to your PC.’
You can find the ad here.