How Did Madden Mobile Drive Revenues for Electronic Arts?


Jun. 15 2016, Updated 8:04 a.m. ET

Bite-sized gameplay to fit the mobile gamer’s life

Mobile gamers play more sessions per day compared to those of PC or HD (high-definition) console gamers. However, mobile gaming sessions are relatively shorter than HD gaming sessions. Electronic Arts (EA) has focused to build a fun game play experience that could be enjoyed within 30 seconds with its flagship mobile game, Madden Mobile.

This led to one of the key product innovations on Madden when EA built a playing mode called Live Events. Live Events is a short game play that can be completed within 30 seconds and rewards players each time they play.

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Creating meaningful goals for players

In order to engage players, it was important for Electronic Arts to create clear and meaningful goals for its players when they play mobile games. EA gave players strategic choices as well as a reward at the end of that game play.

To ensure that players keep coming back to play the game, Electronic Arts added fresh live content into the game. It added live content every day and every month, creating bigger campaigns with stories attached to them.

In the period between May 9–June 7, 2016, the daily revenue estimate was $57,002 with daily installs of 20,562 for Madden Mobile, according to Thinkgaming.com.

The top mobile games downloaded on the US-based (SPY) iOS (AAPL) and Android (GOOG) platforms include Game of War, Mobile Strike, Clash of Clans, and Activision’s (ATVI) Candy Crush Saga.


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