EA: Marketing = 66-75% of a Game's Budget

[Aug 27, 2009, 4:46 pm ET] - Share - Viewing Comments

EA’s chief creative officer describes game industry’s re-engineering on VentureBeat is an article offering EA chief creative officer Rich Hilleman's outlook on "re-engineering" their business in the changing video game market to appeal to a broader and less hardcore market. The article goes into detail on what EA is doing to capitalize on this trend, and IndustryGamers highlights Hilleman's comment that they expect to see further interim console changes, referring to the Xbox 560 and a PlayStation 3.5 before a true next generation cycle. The part we are especially fascinated by is the description of what portion of a game's budget is devoted to marketing, saying: "EA now typically spends two or three times as much on marketing and advertising as it does on developing a game."

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26.

Re: EA: Marketing = 66-75% of a Game's Budget

Aug 27, 2009, 20:52

The PC Warrior

Put 99% of the budget into the actual development, and then maybe 1% into retail/online promotion. This is a great way to make sure no one knows about your games. Most of you are forgetting that EA isn't the only company advertising and publishers frequently have to pay retailers to get decent shelf space and displays at retail outlets. I think some of you figure they are just tossing cash at commercials or something and don't get me wrong, TV is expensive but the vast majority of promotion in the gaming industry isn't done that way. Note that EA says game budget and not development budget. You can't simply throw money at developers and expect better results. Likewise there are diminishing returns to simply chucking more bodies at a project. I'm not saying EA is brilliant with their money but taking a simple view like "gosh just dump all that money into development" isn't a recipe for success either.

		Date	Subject	Author
	1.	Aug 27, 16:52	Re: EA: Marketing = 66-75% of a Game's Budget	Paketep
	10.	Aug 27, 17:44	Re: EA: Marketing = 66-75% of a Game's Budget	Orogogus
	15.	Aug 27, 18:24	Re: EA: Marketing = 66-75% of a Game's Budget	Ruffiana
	30.	Aug 27, 23:17	Re: EA: Marketing = 66-75% of a Game's Budget	Jerykk
	32.	Aug 27, 23:20	Re: EA: Marketing = 66-75% of a Game's Budget	Mashiki Amiketo
	34.	Aug 27, 23:42	Re: EA: Marketing = 66-75% of a Game's Budget	necrosis
	2.	Aug 27, 16:53	Re: EA: Marketing = 66-75% of a Game's Budget	LittleMe
	3.	Aug 27, 16:58	Re: EA: Marketing = 66-75% of a Game's Budget	Kxmode
	4.	Aug 27, 16:59	Re: EA: Marketing = 66-75% of a Game's Budget	Razor
	5.	Aug 27, 17:20	Re: EA: Marketing = 66-75% of a Game's Budget	theAntiELVIS
	6.	Aug 27, 17:26	Re: EA: Marketing = 66-75% of a Game's Budget	Razor
	7.	Aug 27, 17:34	Re: EA: Marketing = 66-75% of a Game's Budget	ldonyo
	8.	Aug 27, 17:40	Re: EA: Marketing = 66-75% of a Game's Budget	Umbragen
	9.	Aug 27, 17:43	Re: EA: Marketing = 66-75% of a Game's Budget	The PC Warrior
	11.	Aug 27, 17:46	Re: EA: Marketing = 66-75% of a Game's Budget	Wolfox
	12.	Aug 27, 17:54	Re: EA: Marketing = 66-75% of a Game's Budget	StingingVelvet
	13.	Aug 27, 18:14	Re: EA: Marketing = 66-75% of a Game's Budget	The PC Warrior
	14.	Aug 27, 18:19	Re: EA: Marketing = 66-75% of a Game's Budget	born2expire
	16.	Aug 27, 18:24	Re: EA: Marketing = 66-75% of a Game's Budget	The PC Warrior
	17.	Aug 27, 18:29	Re: EA: Marketing = 66-75% of a Game's Budget	the_culture
	18.	Aug 27, 18:47	Re: EA: Marketing = 66-75% of a Game's Budget	Acleacius
	19.	Aug 27, 19:10	Re: EA: Marketing = 66-75% of a Game's Budget	Geico Caveman
	20.	Aug 27, 19:16	Re: EA: Marketing = 66-75% of a Game's Budget	The PC Warrior
	31.	Aug 27, 23:18	Re: EA: Marketing = 66-75% of a Game's Budget	Acleacius
	21.	Aug 27, 19:21	Re: EA: Marketing = 66-75% of a Game's B	loomy
	22.	Aug 27, 19:30	Re: EA: Marketing = 66-75% of a Game's B	PropheT
	23.	Aug 27, 19:45	Re: EA: Marketing = 66-75% of a Game's B	TurdFergasun
	24.	Aug 27, 19:59	Re: EA: Marketing = 66-75% of a Game's B	Fantaz
	25.	Aug 27, 20:03	Re: EA: Marketing = 66-75% of a Game's Budget	Creston
>>	26.	Aug 27, 20:52	Re: EA: Marketing = 66-75% of a Game's Budget	The PC Warrior
	27.	Aug 27, 21:02	Re: EA: Marketing = 66-75% of a Game's Budget	LittleMe
	29.	Aug 27, 22:52	Re: EA: Marketing = 66-75% of a Game's Budget	Creston
	40.	Aug 28, 02:57	Re: EA: Marketing = 66-75% of a Game's Budget	LittleMe
	41.	Aug 28, 05:23	Re: EA: Marketing = 66-75% of a Game's Budget	InBlack
	42.	Aug 28, 06:11	Re: EA: Marketing = 66-75% of a Game's Budget	LittleMe
	28.	Aug 27, 21:08	Re: EA: Marketing = 66-75% of a Game's Budget	wtf_man
	33.	Aug 27, 23:30	Re: EA: Marketing = 66-75% of a Game's Budget	Acleacius
	35.	Aug 27, 23:42	Re: EA: Marketing = 66-75% of a Game's Budget	Cutter
	36.	Aug 28, 00:21	Re: EA: Marketing = 66-75% of a Game's Budget	Jerykk
	37.	Aug 28, 00:22	Re: EA: Marketing = 66-75% of a Game's Budget	Talisorn
	38.	Aug 28, 01:09	Re: EA: Marketing = 66-75% of a Game's Budget	xXBatmanXx
	39.	Aug 28, 02:37	Re: EA: Marketing = 66-75% of a Game's Budget	Reactor
	43.	Aug 28, 06:54	Re: EA: Marketing = 66-75% of a Game's Budget	The PC Warrior
	44.	Aug 28, 08:15	Re: EA on Marketing Budgets	theyarecomingforyou
	45.	Aug 28, 08:38	Re: EA on Marketing Budgets	InBlack
	46.	Aug 28, 08:48	Re: EA on Marketing Budgets	Verno
	47.	Aug 28, 09:02	Re: EA on Marketing Budgets	InBlack
	48.	Aug 28, 09:06	Re: EA on Marketing Budgets	Verno
	49.	Aug 28, 09:22	Re: EA on Marketing Budgets	Beamer
	52.	Aug 29, 03:58	Re: EA on Marketing Budgets	Jerykk
	50.	Aug 28, 10:14	Re: EA Marketing Budgets	Zadig
	51.	Aug 28, 10:57	Re: EA Marketing Budgets	Reactor
	53.	Aug 30, 01:17	Re: EA Marketing Budgets	The PC Warrior
	54.	Sep 1, 09:08	Re: EA Marketing Budgets	InBlack
	55.	Sep 1, 09:19	Re: EA Marketing Budgets	Verno