INTERNATIONAL NEWS: Game firm set to launch in Europe

LONDON: Electronic Arts (EA), the US-based developer and publisher of computer and video games, is preparing to embark on its first-ever European PR campaign.

LONDON: Electronic Arts (EA), the US-based developer and publisher of computer and video games, is preparing to embark on its first-ever European PR campaign.

LONDON: Electronic Arts (EA), the US-based developer and publisher

of computer and video games, is preparing to embark on its first-ever

European PR campaign.



The game maverick, whose titles include the classic virtual city planner

Sim City and football game Madden ’99, has seen pitches from three

agencies.



The company is hoping not only to raise its own profile, but also that

of the entire video game industry.



’We think we have a tremendous story to tell,’ said EA’s European PR

head, David Willis. ’We broke the billion-dollar barrier for the first

time in our industry, and the success and growth of the industry is

something that needs to be told. Since we’re the market leader, we feel

that we should be an integral part of the telling.’



EA will require the agency it chooses to coordinate the PR campaign out

of the UK and create a central image that can be adapted to local

markets throughout Europe.



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