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EA Sports

FIFA20 Insights

Insights and Strategy 

Connecting FIFA20 to a new generation of fans

Better understand consumer behavior around FIFA20.

Ask: Objective research within FIFA20 including viewers and live events structure to serve a primary goal of identifying tactics and strategies to increase awareness and watch frequency of their FIFA20 esports events.

Solution: Starting with a deep dive into data provided by EA to identify current issues within the sport and demographics of the consumer, our secondary research focused on key areas of: 

  • Game
  • Viewers
  • Live Events

Primary research of casual players, viewers, competitors and pros were conducted in the form of: 

  • Surveys
  • Diary Studies
  • One-on-One Interview

Results: Based on our findings, EA has evolved their league, live and events strategies. The results have gotten enough traction at the top to ask us to present findings company wide, extending our learnings to other game franchises.