The Future of Growth Is Belonging | EA x WPP Media Ep. 2

Kate Scott Dawkins of WPP Media asked Andrea Hopelain from EA what is truly defining the future of growth. The EA GM and SVP tells her the future is "belonging." EA Sports has 300 million fans playing 11 billion hours inside its ecosystem every year. That is the equivalent of 23,000 NFL seasons every single day. The brands winning in that environment are the ones making people feel part of something, seen, recognized, and connected to culture.

The Future of Growth Is Belonging: Andrea answers Kate's question simply. Belonging. The brands that make people feel part of a culture and connected to like-minded people are the ones that win.

Participatory or Leave: Gen Z and Gen Alpha are not sitting back and receiving. For them everything is interactive and participatory. Andrea says brands have to lean into those behaviors or get left behind.

23,000 NFL Seasons Every Single Day: EA Sports fans play the equivalent of 23,000 NFL seasons inside the platform every single day. Reach is still critical, but the real opportunity is creating spaces where fans can play with your brand.

99% Ad Recognition Inside EA: Almost every fan sees and recognizes ads inside the EA platform right now. The engagement is there. The platform delivers.

The Sweet Spot of Fandom: EA sits at the intersection of sports, gaming, and IP that creates deep emotional connections. Fans do not just watch. They participate. They play with brands they love.