FIFA 12 smashes previous year in Australia / Asia

The FIFA franchise is always a huge-hitter, but this year EA is reporting that week 1 sales of FIFA 12 are up significantly year on year, both in Australia and in Asia generally.

Mark Bradley, VP of Asia Publishing at EA, told MCV: "The consumer reaction to the launch of FIFA 12 has been terrific and is testament to the concerted efforts of our entire publishing team across the region. The year on year growth in week 1 is above our own expectations." 

"In Australia we've seen 44% uplift and 39% across the Asia region. For Australia that represents a fourfold increase on the previous year on year growth we experienced from 2009 to 2010."

"This speaks volumes about the quality of FIFA 12. In addition it shows that the significant changes we made to our commercial and publishing teams are having a very positive impact on our performance."

"We have a regional team, driving global strategy and partnering closely with our territory teams. We are increasing our focus on earlier buzz building, investing further and deeper in PR, digital and social channels, as well as working closely with our retail partners to drive pre-orders earlier than ever."

Justin Olivares, regional marketing manager for EA Sports, added: "The marketing challenge for us in APAC was to grow the category and reach out to new fans of the franchise. The early results we have seen are fantastic and a good start in reaching this objective."

"Our football business is fast becoming a year round one and so we will continue our marketing activities and will leverage the increase in both the popularity in the sport here in Australia and ever growing popularity of the FIFA franchise across the region."

Bradley concluded: "The growth on FIFA indicates that EA's strategy of driving fewer bigger titles is matching consumer demand. In the current market we're seeing the biggest titles getting even bigger and that bodes well for EA's remaining titles before Christmas - The Sims 3 Pets, Need for Speed The Run and of course Battlefield 3."

Indeed, large franchise titles always fare better than new IP during a turbulent economy, with consumers less willing to take risks with their money. The resolute impact FIFA has achieved year after year holds franchises of its ilk in very good stead as the Australian economy recovers.

FIFA 12 launched for PS3, 360, PC, PSP, PS2, Wii and 3DS on Thursday 29th September.

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