View Full Version : Riccitiello: Battlefield 3, CoD ad campaigns could easily pass $100 million

April 6th, 2011, 23:14
http://www.blogcdn.com/www.joystiq.com/media/2011/03/bf3stagingareagdc_530x350.jpg (http://www.joystiq.com/2011/04/06/riccitiello-battlefield-3-cod-ad-campaigns-could-easily-pass/)
While delivering a keynote speech at the Ad Age Conference (http://adage.com/article/special-report-digital-conference/ea-ceo-riccitiello-gaming-mass-media/226832/) in New York, EA CEO John Riccitiello pitched the marketing moguls in attendance on video gaming's increasing prominence in the advertising industry. Not just with regards to in-game ads -- though he did talk up their strength, citing President Obama's use (http://www.joystiq.com/2008/10/30/obama-billed-44-5k-for-in-game-advertising/) of virtual billboards during his campaign -- but also on the growing market of video game advertisements themselves.

Riccitiello anticipates that Electronic Arts and Activision will drop "a couple hundred million dollars [worth of] marketing" on the next iterations of their respective shooter franchises,Battlefield (http://www.joystiq.com/game/battlefield-3) and Call of Duty. We've got a better idea -- why not distribute that money directly to the fans, which they can then use to buy more copies of your game? Like, that just seems like Marketing 101.