Reebok gets into the game
If any one was under any doubt as to which publisher can most ably exploit the commercial values of games, then let them be told firmly that EA know how to make games earn, as amply demonstrated by the firm's latest deal, with sportswear giant Reebok, who will see their products featured in a number of EA's forthcoming titles, starting with NFL Street - out now in America, and in late January in Europe. The games will be used to highlight footwear and other clothing items for new products ahead of launch, and all NFL players are already exclusively Reebok's.
"Our goal of enrolling youth into the brand through sports, entertainment and technology manifests itself perfectly in games like this," commented Reebok marketing boss Brian Povinelli recently. "It's an important and extremely effective part of our integrated marketing model."
It is expected that EA will monitor Joe Public's reaction to Reebok on the new Street title, before migrating such deals to their more 'serious' NBA and Madden games; and of course, EA's spin is that such deals as this enhance the authenticity of a title (as well as their bottom-line). We'll keep you posted.
- Report finds that the 100 USD tier of Assassin's Creed: Unity's microtransactions is completely unnecessary
- Final Fantasy Type-0 HD gets a new trailer
- Bungie deconstructs their latest Destiny patch, hints at what is coming next
- DayZ creator Dean Hall could join UK studio Improbable
- Shadow Of Mordor arrives on last-gen consoles
- David Braben apologises for ditching Elite: Dangerous's offline mode, outlines refund criteria
- Microsoft celebrates the 1st birthday of the Xbox One with free access to Sunset Overdrive
- Hacker group leaks account details for thousands of PSN, Origin, Windows Live and 2K Game Studios accounts
- RedLynx promises online multiplayer is coming to Trials Fusion early next year