Gaming Live Services
The most important strand of the globe-spanning EA SPORTS mega franchise.
– The Athletic
Publisher
EA SPORTS
Year
2019 – 2024
Category
Gaming
Type of Work
Marketing
Campaign Design
Design Team
Ravin Edrisi
Jon Wang
Cynthia Ly
Kaus Villojan
The Ultimate Team game mode is core to the FIFA and FC franchises and the accompanying live services is a major portion of EA's $1.7B revenue in live services sales in 2023.
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With 20+ campaigns each yearly cycle, the top tier AAA campaigns are challenged to stand out and surpass year on year.
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A unique creative challenge involves keeping the core of each offering while elevating and differentiating each year. Collaborating closely with the game development team, the Marketing team under my leadership helped elevate the visual quality of athlete Items and the motifs to support them.
Team of the Year
Agencies – I Love Dust, Two Fresh
Vendor partners – Gilbert Trophies, Hemlock Printers
FIFA Men's World Cup
Agency – Cinco Design
Nike Mad Ready
Agency - Two Fresh
Future Stars
Agencies – Two Fresh, BUCK, I Love Dust
FUT Birthday
Agencies – Burn & Broad, I Love Dust