EA SPORTS
ENTERPRISE CASE STUDY
IDEASCALE
IdeaScale Case Studies
EA SPORTS
A Fully Integrated Community
Electronic Arts Inc. is a leading global interactive entertainment software company. EA SPORTS is
a division of their company that creates connected experiences that ignite the emotion of sports
with games like Madden NFL and FIFA. These games are available across multiple interactive
platforms on a worldwide stage, from mobile phones to gaming consoles.
Over the years, EA SPORTS has cultivated an active community of super fans called Game
Changers. Game Changers use their expert game knowledge to inform EA’s game development
and assist other gamers. EA wanted to offer their community members a forum to collaborate
and communicate with the whole EA SPORTS community, a place where new ideas could be
generated and new customers could become engaged.
Against a hard deadline, IdeaScale and EA SPORTS collaborated to create an ideas forum that
was fully integrated into the EA SPORTS web experience and drew on IdeaScale’s API for
cross-login so that EA SPORTS users did not have to make a separate account (further lowering
the barriers to participation). The team also used CSS integration to skin the community to appear
completely in unison with EA’s look and feel.
IdeaScale and EA met their deadline and the new Game Changers Ideas Forum has resulted in:
• More than 7,800 ideas. Some of those ideas have been included in new versions of the
game, including Madden NFL 13 player editing in franchise mode or custom rosters for
connected careers.
• Over 175,000 votes. EA SPORTS has been able to improve engagement by flagging which
ideas have been reviewed and stewarded through to completion. For example, when the
site went live, the community rallied behind the idea of including fantasy draft in Madden NFL
13 with more than 2,000 votes. When EA moved that idea to the completed tab, users were
able to see how their ideas and votes made a real impact on the product and were more likely
to engage in the community in the future.
• Nearly 12,000 active users. Users include Game Changers, but also a broader community
and the Ideas Forum has been a great place for the EA SPORTS team to gather information for
development, design, marketing initiatives, and more.
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IdeaScale Case Studies
“IdeaScale was an incredible partner to work with,” says Steve Kwan, User Experience Designer for
EA SPORTS, “they helped us develop a community under a tight time crunch and we now have a way
for our Game Changers to unify in a very visible way that helps numerous internal departments as
well as our fans.” IdeaScale’s API offering uniquely suited EA’s community and will be a key part of the
Game Changer’s Idea Forum in the future. To learn more about EA SPORTS, visit easports.com.
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