Electronic Arts reviews UK consumer brief

Electronic Arts is reviewing its UK consumer agency as the firm looks to strengthen its position as the world's biggest games publisher.

War games: Medal of Honor is one of EA’s biggest titles
War games: Medal of Honor is one of EA’s biggest titles

Mischief has been invited to repitch for the account that it has held for two years, but has not yet accepted the offer.

The brief encompasses three EA divisions: EA Games; EA Maxis, which produces simulation titles including The Sims; and EA BioWare, which develops role-playing and strategy games.

EA was the best selling games publisher both in the UK and globally in 2011.

Activision’s Call of Duty games continue to command the top sales in the industry, but the firm still lags behind EA in total game sales.

Electronic Arts’ chosen agency will handle press office functions for all titles.

The agency will also be given extra budget for the launches of EA’s biggest games, Battlefield, Need for Speed, Medal of Honor and Dead Space.

The company now plans a series of creds meetings that will kick-start the review process, with shortlisted agencies being given a creative brief before pitching.

An appointment is expected to be announced by the autumn.

Clifford French will continue to look after the EA Sports Label, which includes the FIFA, Tiger Woods and SSX titles.

Mischief CEO Mitchell Kaye declined to comment on the review.

The decision to freshen agency support comes two years after the label held a review of its comms operations. This resulted in Mischief winning the brief from incumbent Shine Communications.

At the recent E3, the annual trade show for the gaming industry, Electronic Arts announced it was launching a premium service for its Battlefield 3 title.

The move was billed as an attempt to lessen Activision’s stranglehold on the first-person shooter market.

The news follows Activision’s decision to part with Frank PR and appoint The Red Consultancy to handle its consumer brief.

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