Multi-SKU strategy boosts FIFA brand

The flood of FIFA games released this year means FIFA 11 could attract the largest audience in the series’ history.

In addition to strong sales of FIFA 10, the brand has benefited from the release of 2010 FIFA World Cup South Africa, Facebook game FIFA Superstars and the PC-only FIFA Online.

EA claims this has extended the franchise’s reach even further than in previous years.

It has enabled us to take FIFA to more consumers ,” EA senior product manager Luke Cousens told MCV.

We’ve made changes to FIFA to help bring in new players, particularly those who thought they’d struggle to get to grips with the controls.”

Cousens also believes FIFA 11 is perfectly positioned to capitalise on the public’s passion for football as the Premier League heats up.

As football fans, we were all disappointed with England at the World Cup, but that’s all forgotten now as we return to club football,” he said.

There is always a lot of excitement and passion around the start of the season and FIFA’s release is the signal that the season is in full flow.

We are truly excited about the launch of FIFA 11 and we’re confident we’ll have a very successful year.”
FIFA 11 will be released on October 1st.