Dev wrote on Mar 20, 2012, 14:59:
So yeah, marketing and packaging and PR plays a huge role in companies like EA. Its not rare for publishers to ask for things to be changed or added based on what they think sells. Remember that wasteland 2 video about how the publishers are telling him to add twilight vampires to the game or they won't buy it? Yeah, that kinda thing goes on in real life, he wasn't just making that stuff up.
But EA marketing still isn't sophisticated to the point you guys are claiming. Marketing has influence over what games get made but not over [i]how[/i] it gets made.
What marketing typically finds itself doing is more working with advertising, creating promotion (videos, viral, etc.), working with vendors for outside promos (in store, exclusives, etc.), determining what the collector's edition will be, and such.
Marketing is not the driving force at any of these companies at this point. At a true marketing-driven company the marketers are responsible for nearly everything. They determine what the consumer wants and figure out if it can be provided. They tell engineering what to create (and, at the same time, engineering tells them what they've created otherwise and they determine if it's feasible/worthwhile to bring to consumers.)
Game companies have not hit this level of sophistication. Here's some of their bigger marketing job offerings:Manager - Brand Experience
The Manager, Brand experience, working under the Sr. Manager, Customer Voice and Messaging, will be responsible for setting the strategy, tone, and brand presentation for EA Worldwide Customer Experience to both consumers and internal EA partners. This person will drive positive perception of the CE group, ensure understanding of our products and services, and act as a gatekeeper for all outgoing CE communications.
Responsible for WWCE branding, tone, and voice, defining a messaging strategy that establishes CE's products and services as best-in-class support, anytime, anywhere.
Authors tone & voice guidelines as resources for support, social, and strategy teams.
Works with Program Managers to create the "X" for all new and existing CE products--a simple, brief overview of the program and it's value to our customers and internal partners.
Develops all internally and externally-facing presentations, including creation of executive decks, storyboarding and messaging strategy for video production, and other brand assets as needed.
Ensures that every experience with WWCE is delightful, and that all CE/customer touchpoints reflect EA's brand and mission
Sr. Marketing Analyst
Description: This person will own the strategic roadmap for the social and mobile division’s game analytics framework, reporting, and insights. They will be tasked with developing a scalable analytics framework, deploying actionable insights, and providing support to enable game teams to optimize our social & mobile games.
Primary Job Responsibilities
• Work closely with a variety of teams (game, marketing, business development and the executives) to drive insights that improve gameplay experience and monetization
• Produce ad hoc analysis as necessary that will include executive level presentations
• Build out reporting suites with engineers and publish best-in-class dashboards
• Oversee in-game telemetry SDK implementation, assure test setting quality and review for data accuracy
• Define and evaluate ROI of online/community marketing initiatives
Sr. Manager: Marketing Research
he EA Games Label Consumer Insights team is looking for an experienced market research professional. This group within the EA Games Label marketing organization is responsible for providing strategic, research-led insights that guide product and services strategy, planning, development and marketing for all EA Games offerings, current and future. Specific genres include racing/driving, first person shooter and action. Key titles and franchises include Battlefield, Crysis, Dead Space, Kingdoms Of Amalur: Reckoning, Medal Of Honor, Need For Speed, Overstrike, and Syndicate.
We are seeking a Senior Market Research Manager to join the team and focus on market research that informs our content and experience product and marketing roadmap.
- Develop research programs, plans and recommended budgets. Optimize the allocation of research budget and resources against most impactful programs and projects. Focus on developing research plans that address needs according to game development lifecycle and marketing cadence. Establish processes for capturing business needs and translating issues into researchable questions.
- Drive the design, execution and communication of primary and secondary market research. Develop best practices for research processes from identification through execution and delivery. Ensure that insights generated from research are effectively synthesized and communicated across the organization.
- Prioritize efforts across label product portfolio. Be able to assess potential impact of multiple projects to optimize focus and deliver the most meaningful results
- Partner with key constituents in Marketing, Studios and other support functions. Develop a deep understanding of the priorities and objectives of these teams. Be able to contextualize business problems and define means of educating these internal and external partners and infuse data into decision making.
- Provide recommendations and insights along with data and information.
Senior Manager: Strategy & Analytics:
The Global Online Team is seeking a Sr. Manager of Strategy and Analytics, reporting to the Director of eCommerce Analytics, to lead multiple reporting and analytics projects that drive the core business metrics. The Sr.Manager will serve as a lead analyst for the business, providing critical insights to Directors and Managers of the NA, EU, and APAC businesses, to improve the consumer experience and the bottom line. The Sr. Manager will be heavily involved in both web analytics and financial data analysis, leveraging tools such as Omniture and Microstrategy to provide a consolidated view to marketing and site optimization teams. The Sr. Manager will also oversee the audit and validation of internal and external systems to ensure the right data is available and can be leveraged. This is a rare and exciting opportunity to be an instrumental figure within one of Electronic Arts’ fastest growing channels, Origin, its Direct-to-Consumer Online platform.
- Lead data intensive analytical projects, leveraging various web analytics, BI and financial tools to provide meaningful insights on performance, and recommendations for optimization
- Develop effective dashboards by gathering reporting requirements from business partners; Build in automation to minimize manual efforts
- Lead data modeling activities, applying forecasting techniques and methodologies during strategic planning process
- Provide key insights to optimize customer acquisition, site conversion, CRM, and retention
- Design and implement advanced statistical testing for custom problem solving, including methodologies such as A/B and multivariate testing
- Collaborate with Marketing and Site Optimization teams to measure and optimize conversion for email and 3rd party referral traffic, including funnel and click stream analysis.
- Lead data governance / audit projects through rigorous validation and enforcement of web analytics standards
- Supervise 1-3 data analysts, on-site and in remote locations, serving as a mentor, and facilitating skill-building through formal and informal learning opportunities
Global Brand Manager - Bioware
• Creation of global marketing plan, including positioning, market analysis, and strategies
• Manage budgets and forecasts for North America
• Manage development of marketing programs, including mass market advertising, packaging, community, PR, and promotions
• Collaborate with development teams to ensure alignment between the product offering and optimization of marketing programs
• Coordinate across EA divisions to maximize integrated marketing opportunities
• Act as main marketing point of contact for all licensors on product ensuring strong synergy between the brands and compliance with all branding guidelines
• Collaborate with 1st party (Microsoft, Sony, Nintendo) to maximize co-marketing opportunities
• Work with consumer research team to optimize product and marketing efforts
None of these positions have any creative influence. They just gather and present data. To whom? To creative leads. Those leads are the ones making the decisions on the game. Marketing never says "hey, people love bunnies, include them in your next game." Developers say "hey, what would people like to see in my next game? Bunnies you say? Then we'll do it." That global brand manager for Bioware position is probably their #2 marketing tier. Notice that he has no influence in anything other than how to present the game being made. He has ZERO to do with the game being made, only how it goes out to the public.