Electronic Arts has announced EA Legend, described as a “dynamic platform developed to provide marketers with campaign and audience insights across mobile, social, online and console games reaching over 300 million people worldwide” across campaigns with diverse formats such as Scrabble on the iPhone, integrations in The Sims Social on Facebook, and in-game ads within Madden NFL Football.
The suite, powered by nPario, is designed to aggregate metrics, brand impact, social buzz, ad effectiveness, and ROI across EA’s range of ad products and platforms. EA Legend will be shown off for the first time to conference attendees at this year’s Advertising Week in New York City on October 4, 2011 at 4 PM.
“EA increased its worldwide audience reach by 30 percent this year across its mobile, social, online and console products. Combining that major jump in reach with the launch of EA Legend puts us in perfect position to compete directly for ad dollars that have traditionally gone to TV,” said Dave Madden, Senior Vice President of Global Media Solutions at Electronic Arts. “EA Legend gives us an edge by providing marketers with actionable insights across all of our platforms and a complete view into how their campaigns are driving engagement with consumers.”
Components of EA Legend will include cross-platform campaign performance indicators, audience insights based upon demographic, psychographic, and social data and efficacy matters on the audiences.
"EA and nPario’s collaboration around EA Legend revolutionizes how advertisers can leverage their data," said Bassel Ojjeh, CEO of nPario. "EA has some of the most premium and engaged audiences in the world, and nPario's Data Management Platform allows EA to deliver audience and performance insights across multiple platforms at an infinite scale."
