The agency will be retained in the UK to work across upcoming titles Star Wars Battlefront and Mirror’s Edge Catalyst, as well as the Battlefield franchise. There was no incumbent.
EA delivers games, content and online services across consoles, PCs, mobile phones and tablets, including franchises such as The Sims and Need for Speed.
Havas SE Cake will manage all press office activity and major launches, starting with Star Wars Battlefront, which is scheduled to be released in the UK in November.
The account will be led by managing director Jim Dowling, working with EA UK head of comms Shaun White.
White said: "The ideas the team presented to us are perfectly aligned with what we’re trying to achieve as a business; they showed both passion and creativity which will allow us to deliver highly impactful campaigns for our players that complement the strength of our upcoming titles."
Dowling added: "EA is undoubtedly a dream brand to work with, so this is an emphatic win to kick off our new Entertainment Hub created with the formation of Havas SE Cake. Gaming is a major part of our offering, and we look forward to executing some exciting ideas together – we’re already channelling our inner Jedi for the Star Wars Battlefront launch."
Havas SE Cake was formed in May when Cake and Havas Sports & Entertainment came together under one roof. The agency has worked with gaming clients including Xbox, Nintendo, Ubisoft and THQ.