The Future of Growth Is Interactive

Nancy Hall and Julie Foster sat down for WPP's Future of Growth Series to talk about the  shift changing everything: fandom is active, not passive. EA Sports FC™ sees more than a billion matches played every month. Coach put their new purses in The Sims and fans went wild. The future of growth, Julie says, is interactive.

The Future of Growth Is... Interactive: Julie Foster finished the sentence simply. EA is not a lean-back experience. People co-create, socialize, and participate at every level. That is the engagement marketers dream about. 🎮

Gen Z Is Actually Two Cohorts: Old Gen Z came of age before the pandemic. Young Gen Z came of age during it. Different perspectives, different tastes, different ways of interacting with brands. Treating them as one group is leaving money on the table. 📊

A Billion Matches a Month: That is how many matches are played inside EA Sports FC™ every month. If your brand has a placement inside that game, your audience is leaned all the way in. 🏆

Coach in The Sims Changed the Game: Brands bringing physical products into digital worlds is the next frontier. Coach put their new purses in The Sims. Fans went absolutely wild. Julie says that is exactly the kind of triple threat she is looking for: great for the business, great for the players, great for the brands. 💡

The Physical World Is Moving Into the Digital One: Not digital into physical. The other direction. Nancy and Julie both see it coming and EA is already building for it. 🌍