Electronic Arts' ILLEGAL Marketing Campaign

EA's Controversial Marketing Stunt

In 2009, Electronic Arts faced significant challenges as it attempted to market its game, The Godfather 2, amidst rising development costs and increasing competition in the gaming industry. In a risky move, the company sent out promotional packages shaped like cigar boxes to journalists, containing brass knuckles, a weapon classified as illegal in many states. This stunt not only highlighted EA’s attempt to grab attention but also raised serious legal concerns about sending such items through the mail, resulting in journalists mockingly questioning the company's judgment. Despite the attempt to create buzz, the publicity did not translate into success for the game, which ultimately released to mediocre reviews and poor sales figures, marking a dramatic decline for the franchise's prospects and reputation.