Electronic Arts Introduces the Sims Online

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Case

Reference no. 9-503-008

Subject category: Marketing

Authors: Youngme Moon (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2003

Version: 26 August 2003

Length: 32 pages

Topics: Consumer marketing; Distribution; Accounting methodologies; Customer retention; Barriers to entry; Multibranding; Prices; Pricing; Target markets; Netiquette; Product introduction; Product management; Consumer behavior

Share a link: https://casecent.re/p/62640

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Abstract

Electronic Arts (EA), the world's largest independent game publisher, is preparing to launch an on-line, subscription-based version of the most popular PC game in history: The Sims. The new game is called 'The Sims Online' and it differs from the original game in two key respects: the gaming experience and the payment structure. In this context, EA managers must finalise several decisions that they believe are fundamental to the game's success, including target market selection and pricing/payment structure.

Location:

California

Size:

USD1.7 billion revenues, 1,000 employees

Other setting(s):

2002