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