EA Mobile

Founded in 2004, EA Mobile is a new division of video game publishing giant Electronic Arts, whose dominant franchises include The Sims, Madden NFL, Harry Potter and Rock Band.

EA has sold hundreds of millions of games annually across a wide variety of genres. EA Mobile’s primary business lies in games and ringtones for mobile phones, though it also produces games for PDAs and PCs. Partnerships with all major wireless carriers like Verizon, AT&T, Sprint and international carriers allow for broad distribution via hardware like the iPhone, iPod and various smartphones.

Objective

EA Mobile approached OpenCircle with the goal of creating a revolving email newsletter and marketing campaign to reach its 60 million+ gamer community. The campaign contained three primary objectives:

• Create an informative consumer email vehicle
• Drive website traffic
• Sell mobile games

Collaboration

To achieve these objectives, OpenCircle designed, tested, deployed, evaluated and refined a series of informative email communications and newsletters.
OpenCircle explored the user experience, created wireframes, designed the GUI and produced the content, then conducted extensive testing to assess acceptable bounce rates, open rates, click-thru and conversion rates.

Success

EA mobile emerged from the experience with a fully trained email manager, a much more reliable email database (decreased bounce rates by 40 percent), email best practices, standardization and optimization. The newsletter, known as “Game Alert”, deployed successfully via multiple emails that improved open rates by 15 percent, click-thru rates by 10 percent and conversion rates by 4 percent.