Date of Graduation

5-2016

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor

Howlett, Betsy

Reader

Tompkins, Chris

Abstract

According to Forbes, Omnichannel marketing is a marketing strategy that engages consumers over multiple channels, a strategy reflecting the change in how consumers are willing to engage with companies. EA Sports is a branch of Electronic Arts, an entertainment software company that in the fiscal year of 2015 had a GAAP net revenue of $4.5 billion. EA Sports produces sports related video games including the Madden NFL, Rory McIlroy PGA Tour, and FIFA. Omnichannel marketing is the next frontier and the video game industry is on the rise. At the crossroads of these two is FIFA 16, this year’s installment of the FIFA series. EA Sports has integrated themselves into consumer’s lives by leveraging omnichannel marketing. This thesis dives into how EA Sports has managed to do this, by examining the aspects of their omnichannel marketing strategy.

Included in

Marketing Commons

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