Electronic Arts Launches Facebook Marketing Platform

Electronic Arts is launching a marketing platform in a bid to catch up with the top game developer on Facebook, Zynga.

The company behind the fastest growing application on Facebook, The Sims Social, is launching a new game marketing platform that might result in a serious challenge to Zynga’s spot as top social gamer.

Developer Electronic Arts is following up its recent social gaming success with the rollout of EA Legend, which promises to provide game marketers with audience insights for mobile, social, online and console games.

EA Legend aims to aggregate demographic, psychographic and social data from internal and third-party sources for game titles, in order to provide marketers with a complete view into how their campaigns are driving engagement with consumers.

By offering these metrics, EA Legend hopes that marketers can create social buzz and increase the effectiveness of ad campaigns.

The launch of the new platform seems like likely to intensify the competition between EA and the number one game developer on Facebook, Zynga.

It’s an interesting question to consider, since The Sims Social continues to grow like crazy, with 10 million daily active users a little over a month after launching.

EA has increased its worldwide audience reach by 30 percent this year across all four of its major platforms.

Zynga currently has three games among the list of top apps on Facebook. Words With Friends leads the pack, followed by Texas HoldEm Poker and FarmVille.

EA plans to formally introduce EA Legend at Advertising Week in New York City on October 4.

Publish date: September 30, 2011 https://dev.adweek.com/digital/facebook-ea-marketing/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT