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EA Gamified its FIFA Fan Rewards Program to Drive Deeper Engagement

Electronic Arts (EA) is a global leader in digital interactive entertainment, delivering games, content and online services for Internet-connected consoles, personal computers, mobile phones and tablets. EA gamified its FIFA Fan Rewards program to achieve three main objectives:

  1. Improve adoption/active use. Gamification helped EA leverage the power of its highly engaged fan base to motivate more gameplay.
  2. Drive deeper engagement. Because it personalizes the customer journey, gamification motivated fans to consume and share more content.
  3. Increase sales referrals. As customer engagement improves, EA expects to see an increase in revenue from participants in FIFA Fan Rewards.