SBD/Issue 48/Sponsorships, Advertising & Marketing

EA Sports Creates New PGA Tour Game For Social Media Outlets

New EA Sports PGA Tour Game On
Facebook Similar To Other Franchises

EA Sports has created a new golf video game title, "EA Sports PGA Tour Golf Challenge," building upon prior, successful entries into the social media platform with its FIFA and NFL game franchises. Slated for release this winter on Facebook, the new casual golf game is aimed at providing a less intensive experience and reaching a younger audience than "Tiger Woods PGA Tour Online," which debuted as a browser-based product in April. Licensed intellectual property within "EA Sports PGA Tour Golf Challenge" will include a variety of current Tour pros and famed courses such as Pebble Beach and TPC Sawgrass. The new title was developed out of EA Sports' newly formed "On-Demand" team, an outgrowth of parent Electronic Arts' purchase of social gaming outfit Playfish. Like "Tiger Woods PGA Tour Online," the game will require a significant challenge component as part of gameplay. Monetization will be based upon Facebook credits and microtransactions. "The future of our business is definitely based in a big way in the connection with friends," said EA Sports Senior VP Andrew Wilson. "As much as licensed content is important, and it definitely is, the value is really in that level of connection, and we're after providing both. This is an important step for us." "FIFA Superstars," EA Sports' soccer entry on Facebook, now has more than 3.7 million monthly users, according to AppData, while "Madden NFL Superstars" has more than 2 million monthly users.

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