Verizon Media has partnered with games publisher Electronic Arts (EA) to aid with the launch of four titles using bespoke video content and influencers.
First on the slate is multiplayer title Anthem, which with help from media agency Starcom, will be promoted globally with influencers.
EA teamed up with four of European gaming media titles IGN, CBSi, Jeuxvideo and Mein-MMO (Webedia), to drive the campaign, using influencers Seb Ford from the UK, Der Heider from Germany, Gen1us from France and Max Scoville from the US. Four 30 minute episodes have been released on Xbox as part of a landing experience and homepage takeover, as well as living on all four publishers’ individual properties.
Cassie Coyle, international senior account manager at Starcom, said: “We chose to work with Verizon Media as a partner because of their strong media delivery and best-in-class creative production capabilities. Together we were able to extend our partnerships with media publishers across European borders to achieve a mass of captivating content and huge cost-efficient reach. Using the four major gaming partners as well as Xbox, we were able to drive excitement and hype for Anthem in the build-up to the game’s release.”
Mark Melling, head of RYOT Studio EMEA, added: “We’re helping EA establish the distinct brand of ‘Anthem’ to a highly engaged audience on Xbox, partnering with other European publishers to reflect the game’s collaborative ethos. Using our deep audience insights and the combination of connected TV through Xbox and partnering with premium third-party publishers, we are able to talk to those people most likely to love the game and interact with the content."