Project
Electronic Arts is set to revolutionize the gaming landscape with the launch of the innovative EA VR headset, designed specifically for seamless integration with the PC version of the much-anticipated, currently in-development new The Sims game.

Problem and Opportunity
The recent downturn in PC game bookings signals a strategic pivot for Electronic Arts. By aligning the launch of our EA VR headset with the latest installment of The Sims, we aim not just to rejuvenate our market position but also to pioneer the untapped potential of the metaverse. This strategy extends beyond mere market recovery; its forward-thinking approach is designed to attract both traditional and new players while opening doors to creative partnerships across diverse sectors such as entertainment, fashion, automotive, retail, lifestyle, and beyond.

Desired Outcome
The goal is to bolster PC gaming revenue by introducing users to an unprecedented journey into the metaverse through The Sims and the EA VR headset. Far from just enhancing gaming experiences, this venture aims to set new industry standards by blending immersive digital worlds with real-world benefits. In turn, it intends to open up pathways for valuable cross sector industry collaborations, thereby broadening EA’s footprint in the consumer market.

Target Audience
Our target audience includes both females and males aged 18 to 35, who are deeply engaged in PC gaming and are early adopters of metaverse technologies. They are tech-savvy, maintaining an active online social presence and forming strong connections within gaming communities. As frontrunners in technology adoption, they eagerly explore and integrate new gadgets and digital environments into their daily routines. They dedicate a significant part of their leisure time to creative expression in interactive and immersive experiences. With disposable income to draw from, they are willing to engage in quality gaming and metaverse activities that bring them tangible benefits in the physical world.

Key Insight
As the digital and physical worlds continue to merge, American consumers are increasingly invested in developing dynamic social lives and identities within the boundless spaces of the metaverse. Electronic Arts, known for the popular The Sims franchise – which boasts over 70 million players worldwide – stands at the forefront of this shift. By introducing an advanced VR headset, EA is setting new industry benchmarks in comfort and graphics. This move is more than just a technological advancement; it’s an opening to new revenue streams and untapped metaverse potential. EA is set to lead with innovative cross-sector partnerships, pioneering brand integration, and redefining the landscape of digital interaction.

The Big Idea
In Electronic Arts’ vision, PC gaming extends into the metaverse where self-expression, community, and innovative discovery converge.

Purpose
This ad is necessary to rejuvenate EA’s market position by highlighting the integration of the innovative EA VR headset with the new Sims game, addressing the downturn in PC game bookings. It aims to engage a diverse audience, including traditional and new players, by promoting unique, immersive gaming experiences that merge the digital with the real world. The campaign seeks to expand EA’s consumer reach, build a more varied gaming community, and align with consumer trends favoring virtual exploration and self-expression, ultimately attracting early adopters and setting new industry standards.

Placement
The advertisement is meant to be showcased OOH and in pre-roll ads on both YouTube and Twitch. 

Support
Electronic Arts is recognized for its portfolio of critically acclaimed franchises such as EA SPORTS FC, Battlefield, Apex Legends, EA SPORTS Madden NFL, Need for Speed, Titanfall, Plants vs. Zombies, EA SPORTS F1 and The Sims.

In the third quarter of Fiscal Year 2024, net bookings reached a robust $2.366 billion, with Console and Mobile sectors experiencing year-over-year growth of 2% and 1%, respectively. However, PC gaming experienced a decline during the same period (Electronic Arts, 2024b).

The Sims 4 is a simulation game where players create and control characters, each with unique personalities, unfolding varied and dynamic stories (Electronic Arts, 2022). The Sims 5 is currently under the working title Project Rene (Loveridge et al., 2024). 60% of Sims 4 players are women aged 18-24 (Young, 2021). 

The gaming population has become more diverse in terms of age and gender. Women now represent around 48% of U.S. gamers. The average age of gamers is around 35 years, with adults constituting 76% of the U.S. gaming population (Stojanovic, 2024). About 53 million U.S. adults currently own a VR system. 26% of teens own a VR device. An additional 14 million U.S. adults will likely purchase one in the next six months.  35% of VR users expect to increase their VR spending over the next six months (Jayaraman, 2024).

There is a growing trend among consumers towards forging dynamic social lives and identities online, particularly within the evolving metaverse. 56% of consumers value their online self-expression as much as their real-world interactions. 49% see the metaverse as a key platform for connecting with others who share similar interests, while an equal percentage are open to trying new experiences within this virtual space that they might shy away from in reality. With respects to the metaverse, gaming, entertainment, and apparel stand out as consumers’ top areas of interest overall (Mintel, 2023).

According to Mintel (2023), collaborations across the gaming, entertainment, and technology sectors are particularly effective in engaging male demographics, who are often early adopters. Female demographics  show a preference for fashion, beauty, and health. Brands are advised to seek partnerships with gaming platforms and franchises as a strategy to attract the attention of these early adopter segments. 51% of consumers are interested in shopping within virtual reality environments, while 50% believe that virtual worlds could enhance the fun and engagement of online shopping. Furthermore, 62% see the metaverse as a platform capable of enhancing the overall e-commerce experience (Mintel, 2023).

Gen z and millennials show a higher inclination towards discovering new products, engaging with interactive content, and accessing exclusive offers. Notably, millennials lead in embracing virtual environments, with a significant number already shopping via social media and valuing AR/VR features for product understanding (Mintel, 2023).

Advertising Headline/Tagline
Every Player’s Universe: Redefine PC Gaming with EA VR and The Sims