THE POWER OF THE BRAND HAS TURNED AGAINST IT.
Madden NFL has always been in the top 5 selling games every year, in the US. So what's the issue?
Our task was to reclaim market share for the former industry giant. In order to increase sales, we had to find out why they had stagnated in the first place:
Lapsed gamers blamed quitting Madden on it being "too complex," "difficult," and "strategy heavy."
We needed to discover a new consumer segment so its complexity would be a selling point instead of a pain point. What group of people are not currently buying Madden... but should?
White Space Opportunity
So we did research within the football community, to confirm our theory.
Turns out, youth football coaches were thinking the same thing. We found that coaches were aware of Madden’s ability to help improve players’ strategic thinking The same complexity that turns general gamers off from Madden is what can be an essential learning tool for young football players. In fact, further research proved that playing Madden could measurably improve young athletes' abilities on the field. The complexity of the video game is essential to young football players in order to master the sport.
We found that this heavy strategy, complex video game would be perfect for:
Youth Football Players
We examined player demographics:
- Approximately 2 million copies sold in 2017
- 60% of Madden players are over 18 yrs. old
- 800,000 players were under 18
- 3.2M tackle football players under 18 yrs. old in the US
"My dude, don't you play video games?” He’d ask a player. "Don't you play Madden? And if he said no, I knew why he was confused.”
- High School Football Coach, Sandy Spring, MD
Madden is More Than Just a Video Game. It's a Learning Tool.
Tap into football parents' competitive pride.
This target segmentation aligned perfectly, because social listening showed us that parents actually care more about their child's on-field performance than the coaches and players themselves.
Most youth football parents' sports-related media consumption is clustered around television and sports news outlets. We want to show parents that for their young football player, Madden is as essential as a helmet and padding.
Preseason Training Camp
These young football players from all over the country, will be able to come to Camp Madden. This event will occur before the next game goes on the market. Football players are coached by NFL stars, and together they choose their own playbook on upcoming Madden video game. Once they master the plays on the game, they apply their new skills out on the actual field.
This will show two young boys practicing plays on Madden.
Then, it cuts to the boys playing football outside, running the same route they played in the video game. One of the boys yells out a call used in Madden, and in slow motion he hurdles over his opponent and TOUCHDOWN!
To target parents, Camp Madden will post sponsored interactive highlights on Facebook.
The best highlights from the Camp Madden will be posted on Instagram. Each highlight corresponds with a gameplay control from Madden.
Point of Sale
Madden will be sold alongside football gear at sporting goods stores. Showing that Madden is part of the essentials.