Fifa 10 Case Study

Production:

- Publisher: EA Sports (Electronic Arts)
- Developer: EA Canada
- Fifa 10 was realised internationally on October 2nd 2009. The consoles it was released on are PlayStation 3, xBox 360, Nitendo Wii, PC, PlayStation 2, Nintendo DS, PSP and mobile.
- The game had sold 1.7 million copies in the first week of release and became the fastest selling sports game in history.
- By February 9th 2010 it had sold 9.7 million copies.
- 48% of copies sold were for the xBox, and 46% were on the PlayStation 3.
- Production choices included comsumers being able to download latest updates for the game which meant they could make the changes to the squad that happened in real life. This helps keep the team up to date and consumers interested.
- It also offered an 'Assistant Manager' in the extended Manager Mode which offers much more variety to the game and makes it different from previous Fifa games.

Distribution:

- Fifa 10 distributed worldwide, as it was already an internationally trusted brand and they could ensure high sales.

Marketing:

- Fifa 10 was already a successful series, like GTA which makes them trusted and their games already popular.
- Their already huge fan base helped promote the game because they were excited about it and wanted to share this with those who weren't as familiar with the game through viral marketing.
- To promote the game even more they use life like images of modern footballs like Wayne Rooney, Theo Walcott and Frank Lampard. This is demonstrate how good the improved graphics are and attract anyone who is interested in football even if they have not played the game before.
- Different covers were used for games in other countries and these featured footballers who are more popular in their own country to attract more consumers.



- Fifa 10 also announced some changes of the gameplay were as follows,
- Faster transition between control command to action, removing frustrations with waiting for things to happen
- 360 degree movement with improved animations
- 360 degree dribbling
- Improved player switching
- Auto-Evade slide tackle system to allow players to continue dazzling runs when slide tackle come flying in
- New Default Tele Cam
- New Authentic Game Speed.