EA Sports president Peter Moore has likened the marketing strength of the label to that of Hollywood movies – calling it the only real brand in video games”.
In an interview with GameDaily, Moore said that EA Sports division has the opportunity to touch more people than hardcore sports gamers” and that you don't need to be a gamer to know what EA Sports is.”
GameDaily asked: What are some of the correlations between sports and marketing?
Moore replied: We're a sports video game brand right now. We see ourselves evolving very quickly into a true sports brand – with, obviously, a huge competency in video games.
But I think we can touch more people than just those who are relatively hardcore sports gamers. I mean, the EA Sports brand is a powerful brand on its own. If I tell somebody who I work for, and I say EA Sports – you don't have to be a gamer to know who that is.
I'd like to think, from a marketing view, it's probably the only real brand in video games. And I don't mean that as any disrespect to publishing brands, but it's somewhat reminiscent of Hollywood. I don't go to see a Warner Bros. picture, or a Universal picture – I go to see the picture.
And as publishers, often times our products are bigger as brands than the publisher itself. You don't buy an Activision or an EA game, you will buy The Sims, or Call of Duty – that's what you're buying.”