SportsPro Podcast
Rebranding an icon: The birth of EA Sports FC from the ashes of FIFA
Nov 28, 2023
David Jackson, EA Sports' vice president of brand, discusses the process of rebranding a 30-year-old brand to create EA Sports FC. He talks about balancing innovation and authenticity, choosing a name and logo, the importance of licenses, and the challenges of communicating the rebranding change.
33:43
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Quick takeaways
- EA Sports successfully relaunched its soccer game, formerly known as FIFA, as EA Sports FC, achieving commercial and critical acclaim while defying industry trends.
- EA Sports leveraged the 30-year equity and authenticity of the FIFA brand to create a new long-lived platform for global football, prioritizing authenticity, innovation, and continuous evolution of products.
Deep dives
Successful launch and critical reception
The launch of EFC, previously known as FIFA, has been commercially and critically successful. EA Sports has been intentional in its approach, delivering a console game, a mobile game with 23 million DAU, and strong performance across online business. The launch is keeping pace with expectations and defying industry trends.
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