e-Marketing Case 2

Question 1

Please briefly explain the reasoning behind the creation of the SIMS online. What new capabilities and features is EA trying to leverage by launching the SIMS online? (maximum 1 page)

Reasons

· Expectation from consumers is very high
· Game industry has high competition to keep leading position in the market
· Because of short “Game lifetime” it needs next stage
· Have successful online game experience (3)
· To increase income

New Capabilities and Features

· 600 independent web sites created by SIMS players
· SIMS had most successful predecessor history
· EA.com (13mln visitors per month, 42% share, 70 min per day)
· AOL games channel
· Monthly subscription fee
· Multiple types of communication (email, instant message, newsletter etc.,)
· Personalized content import from predecessor (from SIMS to TSO)
· Virtual Advertisement
· Beta version success (WoW)
· “Game time” card- Monthly subscription fee can be sold through retail outlet
· Bring more new people to PC game world