Electronic Arts plots first European PR campaign

Electronic Arts, the world’s largest computer game publisher, has seen pitches from three agencies to run its first corporate PR campaign across Europe.

Electronic Arts, the world’s largest computer game publisher, has

seen pitches from three agencies to run its first corporate PR campaign

across Europe.



The US based software developer, publisher and distributor, whose games

include the classic virtual city planning and management game Sim City

and football game FIFA ’99, wants to raise both its own profile and that

of the video games industry.



The video game industry was the fastest growing segment of all

entertainment industries in the US in 1998. Revenues grew by more than

25 per cent last year. In contrast, cinema box office receipts grew by

9.2 percent in 1998.



Electronic Arts’ European PR head, David Willis, said: ’We think we have

got a tremendous story to tell: we have broken the billion dollar

barrier for the first time in our industry; the success and the growth

of the industry is a story that needs to be told, and, since we are the

market leader, we feel we are an integral part of that.’



With dollars 1.2 billion (pounds 750 million) in annual revenues,

Electronic Arts is the largest computer games publisher in the world.

The second largest is Eidos, which owns Tomb Raider.



The company wants an agency to drive the PR campaign from the UK, and

create a central image that can be adapted to local markets. The chosen

PR agency is likely to be retained in the company’s largest continental

European markets - France and Germany - as well as the UK.



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