EA游戏更名重设计 [22P]

Project for GDMA 4100 - Corporate Communications Design 2
Kwantlen Polytechnic University

The Challenge:

EA (Electronic Arts Inc.) has been under a lot of scrutiny the past few years - from consumers publicly voicing their distaste to being voted the “Worst Company in America” in 2012 and 2013 by The Consumerist. Much of EA’s troubles come from their horrible public relations management - often saying one thing, having consumers respond negatively, then backtracking on what was said. In the end, this has resulted in an outraged public. Furthermore, this mismanagement has caused them to lose millions of dollars. From the years 2008 to 2011, EA posted a combined net loss of $2.42 billion USD. It’s only in the past two years that EA has begun to bring in a net income - largely due to a few games, such as FIFA 2013 and SimCity. The latter turned out to be a PR and systematic disaster, and will likely stop bringing in much profit.

The Solution:

This project is directed at refreshing and repositioning EA for the future. EA no longer communicates a clear message to it’s target market, and appears to be more focused on how to pinch every penny than providing quality service for their customers. EA must refocus and get back to being an honest company that takes responsibility for their actions, and one that goes above expectation in order to meet customers needs.

EA must be “re-launched” as a clear-headed, fresh company - one that is trying to distance itself from what was voted “The Worst Company in America”. It is essential to the company’s success to maintain and build relationships with customers that help bring positive press to EA, not negative.
EA游戏更名重设计 [22P] (1).jpg

New Business Model:

In theory, micro-transactions can be a very beneficial, positive thing for a video game company. It’s about how these micro-transactions are presented, and how they influence the world in which they exist. If EA Games were to offer micro-transactions in an unobtrusive way (IE: vanity items such as character skins, things that would normally be in the game anyway, etc), they would be much better received. If players were able to unlock what you can buy with micro transactions in a reasonable time limit, there would be no problems and this would turn a healthy profit. This model works especially well for “freemium” games, but the principle can also be applied to purchased games. Gamers will purchase if they want to, not if they’re forced to.

On another note, EA offers no incentive for customers to continue playing and buying their games. Companies such as Steam try and give back to their consumers by offering huge weekly sales on games, having the ability to access your game data anywhere once you have purchased it, and having achievements for playing the game. If EA wants to mend relationships with customers, they need to think about them. A rewards program which gives users incentive to play the game would be great for EA - implementing achievements which result in a tangible reward would make consumers feel a lot better, and give them incentive to spend more time within the game world.

A digital-only future makes a lot of sense for games, but many people are against the idea that you must be connected to the internet to play a game. Games that are meant to be played in a single player way should still be able to do so, with extra features (IE: achievements) accessible with an internet connection.

EA also has to look at their release cycle, and realize that 1-2 years works for certain games - such as sports franchises, but not for others, like story-driven RPGs. If a game takes longer to make due to refining game play elements or the story, this should be looked at as an investment, not a waste of time. The benefit of creating a game that is well received by the public is much more worthwhile than creating a game that has short-term sales success.

The Logo

In terms of the visual identity, I felt that the current EA logo had lost the strength it once held. Much of this was due to the fact that there were so many different iterations of the logo (as seen in the before section) that the brand became diluted and inconsistent. The logo would appear in different places, with different stylings, and at a first glance, one may not even recognize it.

My goal with the new logo was to keep enough of the current logo’s DNA while bringing it up to date and making it feel more friendly, open, and playful. As a big part of EA’s revenue is now coming from the mobile realm (Plants Vs. Zombies, The Simpsons: Tapped Out, Real Racing, etc), making the logo feel more “accessible” was important as many of those who will see it will be of a younger generation. Furthermore, the goal was to streamline the logo and have it appear across all mediums - no matter what type of game it is presented on. As EA is a publisher, I wanted to let the games speak for themselves and EA be almost secondary, much like a book publisher would do. With the relaunch, it was important to develop a new logo that held enough of the current logo's brand equity while washing out any bad taste that may be associated with it.

挑战：

EA（Electronic Arts Inc.）已经在很多的审查过去几年-从消费者公开表达他们的厌恶被选为“最差的公司在美国“2012和2013的消费。多的EA的麻烦来自他们的糟糕的公共关系管理通常说一件事，让消费者做出消极的反应，然后回溯上所说的话。最后，这导致了一个愤怒的公众。此外，管理不善导致他们失去数百万美元。从年2008到2011，EA公布了净亏损2420000000美元。这仅仅是在过去的两年中，EA已开始带来的净收入在很大程度上是由于一些游戏，如国际足联2013和城市。后者被证明是一个公关系统的灾害，并可能会停止带来多少利润。

解决方案：

该项目是针对更新和重新定位的EA的未来。EA不再传达一个明确的信息，它的目标市场，并似乎更专注于如何精打细算比为他们的客户提供优质的服务。EA必须重新回到作为一个诚实的公司，需要为他们的行为负责，和一个超过期望以满足客户的需求。

EA必须“重新启动”作为一个清醒的头脑，新鲜的公司之一，正试图自己从什么被评为“美国最差公司的距离。这是该公司的成功建立并维持与客户，帮助正按EA关系必不可少的，不是消极的。

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游戏 EA 更名设计 22P

浏览 3450 次 / [ 平面设计 ] EA游戏更名重设计 [22P] 发布时间 2014-04-07 21:43

浏览 3450 次 / [ 平面设计 ] EA游戏更名重设计 [22P]
发布时间 2014-04-07 21:43