EA Digital gets charity boost

EA’s digital Store has seen a huge uptake in downloads since it kicked off a promotion with Cancer Research earlier this month.

The publisher is offering 10 per cent off its digital products to anyone who donates to Cancer Research in the UK. The offer is being promoted through Cancer Research’s 600 UK charity shops.

We are looking to drive more traffic and introduce new people to the idea of digital downloads, and Cancer Research UK are looking to drive a younger audience demographic into their stores both to donate and purchase items,” EA’s digital commerce marketing manager for Europe and Asia, Shane Bellamy, told MCV.

It’s early days and while we’ve seen a healthy number of people redeeming coupon codes, we’re waiting for more data to see how it’s also benefited Cancer Research in terms of footfall and donations.

At the moment both ourselves and Cancer Research UK are very pleased with how people have been responding and we see this as the first in a number of tie-ups between the two of us.”

EA expects 2010 to be a growth year for the download of PC games.

Bellamy added that he is also looking at other tie-ups to promote the EA Store.

Digital distribution of PC games is growing exponentially in a market which is seeing decline. EA Store, along with partners like IGN and Steam are leading the charge to drive not just full game downloads on PC, but also a convenient way of getting additional content too.

We’ve also got some excellent titles coming up in 2010 with Mass Effect 2, Command & Conquer 4 and Bad Company 2, so we’re expecting the Store and all digital stores to grow stronger.”